A recent study revealed that 23% of respondents experienced multiple reactions to food allergies, with 70% feeling anxious when consuming food not prepared by themselves or close family members. New research from GS1 UK suggests that this could be attributed to inadequate food labelling practices in the UK.
The study found issues such as unclear and inaccurate labelling, ambiguous phrases like ‘may contain nuts’, and a lack of consistency in allergen information. While 60% of people with food allergies rely on product packaging in-store for allergen information, only 24% always find the information they need.
Furthermore, individuals with food allergies are more likely to distrust the information found on food labels due to concerns over accuracy, vague language, small print, and missing dietary requirements. Many resort to searching online, reading product leaflets, visiting manufacturer websites, or asking in-store staff for information.
GS1 UK is piloting next-generation barcodes that combine linear barcodes with QR codes. These new barcodes could provide instant access to trusted product data, improving the accuracy and accessibility of allergen information.
Regarding precautionary allergen labels (PAL), consumers have misconceptions about terms like ‘may contain’ and ‘free from’. While there is no clear definition for PAL, manufacturers interpret the guidelines differently, creating inconsistency for consumers. Food allergy expert Professor Adam Fox emphasizes the importance of clear labelling to prevent potential risks for those with allergies.
Julianne Ponan MBE, CEO of Creative Nature Superfoods, emphasizes the need for universal agreement on what ‘may contain’ means to help consumers make informed decisions. She believes that GS1 powered QR codes can revolutionize food labelling transparency, providing clarity on potentially harmful ingredients.
Sarah Atkins, CMO of GS1 UK, stresses the importance of accurate and clear labelling to protect consumers with allergies. QR codes powered by GS1 can provide consumers with instant access to trustworthy product information for their safety and well-being.
