A global food giant pressed US regulators to let labels use common names for ingredients. The change could reshape how consumers read packaging and respond.
Vevey, Switzerland, July 24 (Reuters) – with growing consumer interest in product ingredients, Nestle (NESN.S), the maker of Nescafe and KitKat, is actively promoting the idea of simpler ingredient names on American packaging, using commonly used names instead of scientific terms.
Examples include replacing terms with less “technical” ones – specifically “ascorbic acid” instead of vitamin C and “beta-carotene” instead of vitamin A – to reduce the risk of consumers rejecting products due to unfamiliar names, even if the ingredients are of natural origin or regulatorily deemed safe.
Sometimes the way ingredients are described in the U.S. sounds like Frankenstein’s food. In reality, it’s a natural ingredient that consumers have a common name for.
– Reuters
Nestle raised this issue directly to the team of U.S. Health Secretary Robert F. Kennedy Jr. during a review of labeling policies as part of the administration’s “Make America Healthy Again” initiative, according to a source who asked not to be named.
Subsequent remarks about lobbying had not been publicly disclosed previously.
Labeling rules and consumer trends
Current U.S. rules often require the use of technical names for ingredients on packaging without indicating intended use, which can deter shoppers and sometimes prompt companies to change recipes and remove some ingredients, according to industry sources.
In Europe, labeling depends on the intended use of the ingredient: if the ingredient is used as an additive, it may be labeled as “antioxidant (ascorbic acid)” or as “ascorbic acid (vitamin C)” or simply as “vitamin C”.
An Innova Market Insights report released last year showed that about three-quarters of North American consumers review what they buy by looking at the ingredient lists on packaging. Most people are looking for real ingredients and clear labeling.
According to the U.S. Department of Health and Human Services, efforts continue to engage stakeholders in the nutrition field to help Americans make informed product choices.
Some public advocates note that using less scientific names can be misleading and make it easier to conceal the use of additives in products.
Shortening ingredient lists
The food industry has spent billions of dollars removing artificial colors, preservatives, and additives, as consumers gravitate toward products with shorter and easier-to-read ingredient lists.
Nestle’s Chief Technology Officer, Stefan Palzer, confirmed to Reuters that the company is involved in lobbying through trade associations to simplify the names on labels.
“We haven’t always succeeded in this,” Palzer said. “We aim to reduce the number of ingredients that consumers do not understand when possible, without compromising product safety, quality, or functionality.”
Palzer noted that consumers around the world prefer familiar ingredients and labeling they understand.
Some companies, including Germany’s Aldi, are removing dozens of ingredients from their offerings so that shoppers can “feel more satisfied with their purchase.”
The former head of Nestle noted that the company discussed with U.S. authorities specific ingredients as part of a broader campaign to simplify ingredient names that remain in products.
Nestle’s lobbying efforts are part of broader industry efforts to reduce consumer concerns about ingredients.
Industry groups, including Americans for Ingredient Transparency and the International Food Additives Council, say technical ingredient names can unfairly stigmatize products, even when the ingredients themselves are widely used and considered safe. Among their members are major food and consumer goods companies such as Nestle, Coca-Cola, PepsiCo, and Cargill.
Going forward, further discussions among manufacturers, regulators, and the public are expected on standardizing ingredient names to make labeling more transparent and understandable for consumers, without compromising the accuracy and safety of products.