When shopping at the supermarket, many consumers look for certain labels believing they indicate a better product. However, experts have warned that terms such as 'artisanal', 'ceremonial-grade', and 'made with real fruit' can be misleading and open to interpretation.
Experts Weigh In on Misleading Labels
Celebrity nutritionist Gabriela Peacock and Richard Bowcott, a brand and marketing expert from the RSPCA, told the Daily Mail that some phrases exist purely for marketing purposes and do not confirm anything about the contents of groceries. While terms like 'plant-based', 'organic', 'cruelty-free', or 'responsibly sourced' are regulated with specific quotas, not all labels have such specifications.
Ceremonial-Grade Matcha
The term 'ceremonial-grade' suggests high quality, but it is not tightly regulated in the UK. Gabriela explained that each company can set its own standard. Higher-quality matcha may offer more antioxidants, but the label alone is not a guarantee. Factors like colour, freshness, and sourcing are equally important.
Local Honey
There is no strict definition of 'local' in the UK. Nutritionally, honey is still sugar, and while it may have environmental or taste benefits, it should be consumed in moderation. Experts warn that honey fraud, where products are bulked with cheap sugar syrups, is common.
Freshly-Baked
The label 'freshly-baked' does not always mean healthier. Many products can still be high in refined carbs, sugar, and fats regardless of where they are baked. In 2024, the Real Bread Campaign accused Tesco of misleading customers by claiming bread was baked fresh in store when it was actually pre-made in a factory and reheated. Tesco defended its practices, stating that signage reflects different preparation methods agreed with Trading Standards.
Made with Real Fruit
This term sounds healthy but does not indicate how much fruit is included. Products can still be high in added sugars, so it is worth checking the ingredient list.
Made with Whole Grains
Even though whole grains are beneficial, this claim does not mean they are the main ingredient. For real nutritional value, whole grains should be listed first. There is no agreed UK definition for whole grain, and manufacturers can use the term even with as little as 6% whole grain content. Quantitative Ingredient Declaration (QUID) is required if the term is used.
Trusted Farm
'Trusted farm' is a marketing phrase rather than a nutritional standard. Richard Bowcott advised that claims like 'farm fresh' or 'trusted farm' should be backed by accredited certification such as RSPCA Assured, which ensures strict animal welfare standards.
Artisanal
There is no regulation defining 'artisanal'. Products labelled as such can still be high in sugar, salt, or fat. The European Consumer Organisation called for tougher labelling rules, noting that industrial dyes or additives are often used in products labelled as traditional or artisanal.
Enriched Cages
Eggs from hens in 'enriched cages' may sound innocent, but these cages provide each hen with space equal to an A4 sheet of paper, limiting their ability to walk, nest, and perch. Despite battery cages being banned in 2012, over 7 million hens in the UK still live in cages. The RSPCA Assured label ensures higher welfare standards.
