Nestle, the maker of Nescafe coffee and KitKat chocolate, has been lobbying U.S. authorities to allow simpler descriptions on packaging using common rather than scientific names for ingredients.

Labeling Rules and Consumer Trends

Current U.S. rules often require packaging to be labeled with less-recognizable technical terms, which can deter shoppers from buying products. In Europe, labeling depends on the intended use of the ingredient.

A report by Innova Market Insights found that about three-quarters of North American consumers reconsider what they are buying because of ingredients lists on packaging. Most consumers look for real ingredients and an ingredient list that is easy to understand.

Nestle’s technology chief, Stefan Palzer, confirmed that the company was engaged in lobbying via trade associations to make labels less complex. The company wants to replace words like ‘ascorbic acid’ with ‘vitamin C’ and ‘beta-carotene’ with ‘vitamin A’ to avoid consumers rejecting unfamiliar ingredients.

Some public health advocates argue that using less scientific labeling can be misleading and makes it easier for large food companies to be opaque about including additives in their products.

Industry Efforts

Industry groups, including the Americans for Ingredient Transparency coalition and the International Food Additives Council, argue that technical ingredient names can unfairly stigmatize products, even when the ingredients themselves are widely used and considered safe.

Original reporting: Appleton, WI News Feed (HLL/CB) — read the source article.