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Brits have a lack of trust around claims made on food packaging, according to new research.

Plant-based food brand Provamel – which is launching a ‘Trust Your Food’ campaign – commissioned a poll of 2,000 adults and found that two-thirds of respondents believe food packaging ‘often creates a misleading perception of a product’.

Food labels

Among the claims consumers doubt are when ‘manufacturers…say something is healthy when it’s not, organic when it isn’t or sustainable when it’s not true’, with two-thirds of Brits believing ‘too many’ companies do this.

A third of respondents’ are not convinced that food packaging includes every ingredient used in the product’, and a further 27 percent believe pesticides may have been used in the making of the product without this being clear on the packaging.

In addition, 17 percent of adults have no faith in where their food is sourced and a further 12 percent can’t trust if their food is truly vegetarian or vegan.


In a statement sent to Plant Based News, David Jiscoot, marketing director for Provamel, said: “This wariness is very understandable – if you look at food packaging in particular, often it features imagery which implies a product is healthy or made from natural ingredients when it might not be.

“Sadly, this often unfairly puts onus upon consumers to determine if a product really is what it claims to be, when manufacturers should be taking responsibility. Of course food is an essential part of our lives so it makes absolute sense that so many people are wary about where it comes from and how it has been produced.

“With Provamel, our drinks are 100 per cent organic and 100 per cent plant-based – we have nothing to hide, that’s why we put our ingredients list right on the front of our bio-based, recyclable packs. For us, transparency is fundamental and we want to communicate that in everything that we do, in order to encourage consumers to take the steps needed to make informed decisions to ‘Trust Your Food’.”

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.