Use of the Terms Fresh, Pure, Natural etc in Food Labelling

As part of the Food Standards Agency's on-going commitment to improve food labelling for consumers, it has issued revised marketing terms guidance for food businesses and enforcement authorities with the aim of encouraging clear and meaningful labelling.

The Agency carried out a UK wide public consultation in which it consulted stakeholder organisations on the labelling guidance it issued in 2002. The responses were considered by the Agency and the Guidance was amended as a result of the consultation.

The revised guidance includes advice on the use of new terms: farmhouse pate, handmade, quality, selected, premium, finest and best. has new advice for some of the terms that were in the previous guidance and also advises against the use of some terms that can cause confusion.