Stricter rules on labeling and composition of breakfast products should avoid fraud

New European Union (EU) directives are targeting what authorities describe as "food fraud" and "hidden" sugars in certain foods, mostly consumed at breakfast. Under the so-called "Breakfast Directives," some everyday foods must meet stricter labeling requirements regarding composition and origin by June 14, 2026.

All producers selling honey, fruit juices, jams, jellies, marmalades, powdered milk and condensed milk in Europe will have to comply with the European Commission's recently introduced Directives 2001/110-14 within less than two years. These products have been singled out specifically because they often have labels with misleading information about their composition and high levels of added sugars. These directives are part of the EU's broader strategy to protect both the reputation of producers and the interests of consumers. The "Breakfast Directives" ensure that every producer is equal before the law because all products on the market must meet the same standards. Unfair competition from lower quality products that could undermine the market for legitimate producers is thus prevented. Producers' reputations are protected because their commitment to quality can now be legislated.

Honey

Honey is one of the products most frequently subject to fraud, making it one of the main focuses of the "Breakfast Directives. As many as half of the samples checked were found to be fraudulent. It is therefore the subject of the first directive, Directive 2001/110/EC. The global honey market faces issues such as the dilution of pure honey with cheap sugar syrups, mislabeling of honey types and the sale of honey that does not meet legal standards. These practices not only deceive consumers, but also undermine the existence of beekeepers and producers who do adhere to quality standards. 

Usually honey is mixed with sugar syrup made from rice, corn or beets, allowing it to be produced much more cheaply and therefore sold at a lower price than pure honey. However, this honey does not have the same nutritional and medicinal properties as pure honey and the EU considers this a fraud to the detriment of consumers who often think they are buying an authentic product. Another problem is the mislabeling of the geographical origin or botanical source of honey. Consider acacia honey, which fetches a higher price, but of which often only minuscule amounts are used, even though the label says otherwise. Honey is also sometimes labeled "organic" when it does not actually meet the necessary certification standards. Today, solutions are available to ensure that products such as honey are not adulterated and are authentic.

Protecting brands and consumers

To comply with the new regulations, labels for honey must accurately reflect the product's origin, source and processing methods. For example, if the honey has been filtered to remove pollen, the label must state that it is "filtered honey. Restrictions are also now placed on moisture content, sugar composition and the presence of foreign matter. The directive also requires that any claims regarding the geographical origin or botanical origin of honey be verifiable. For this, it is mandatory to keep traceability records. EU countries must now enforce these rules and impose penalties on producers and sellers who do not comply. 

It also ensures that people no longer use terms such as "blend of EU honey," "blend of non-EU honey," and "blend of EU and non-EU honey. This measure should support the existence of legitimate beekeepers and honey producers by ensuring that they are not undercut by fraudulent competitors. It also allows consumers to have confidence that the honey they buy is the correct product while being of high quality. This trust can be strengthened among consumers by providing them with detailed information via smartphone, such as the history of the brand and traditional production methods.

Fruit juices

The 'Breakfast Directives' Directive 2001/112/EC covers fruit juices and defines what may be marketed as 'fruit juice', 'fruit juice from concentrate' and 'nectar'. Standards are set for the production process, including the prohibition of adding sugar to fruit juice that is not labelled as 'juice with added sugar'. This will prevent consumers from being misled and buying drinks that are highly diluted or sweetened. And of course, this benefits brands that do sell pure juices.

Accurate labeling is an important part of the directive. The label must indicate whether the juice is made from concentrate or is freshly squeezed. If there are additives, such as vitamins or minerals, this must be clearly indicated. This transparency not only benefits consumers, but also allows brands to distinguish their products from less pure or highly processed products.  

Directive 2001/112/EC also helps to avoid adulteration of fruit juices with cheaper ingredients such as water, sugar or artificial flavorings. For example, nectars with a high content of added sugars may not be labeled as "juice. Enforcing strict composition standards ensures that only genuine fruit juices can be marketed as such, protecting both consumers and reputable producers.

Jams, jellies and marmalades

'Breakfast Directive' 2001/113/EC defines jams, jellies, marmalades and similar products. It specifies the minimum fruit content and sweeteners allowed to prevent the sale of inferior products containing mainly sugar or fillers, and protects the reputation of producers who use the greatest amount of fruit. Jam must now contain a minimum of 450 grams of fruit per kilo. That used to be 350 grams. 'Extra' jam adds another 50 grams, as products with this designation must contain at least 500 grams of fruit. Jellies may contain less fruit, while the name 'marmalade' no longer has to apply only to jams made from citrus fruits.

The directive requires accurate labeling of jams, including the type of fruit used, the fruit content and the presence of additives or preservatives. EU member states must enforce these standards by conducting inspections and testing products. For brands selling such products in multiple markets, one way to make detailed information around ingredients available to consumers in as many languages as possible is to use scannable 2D codes, which apply, for example, the new GS1 Digital Link standards.

Milk

Directive 2001/114/EC on certain partly or wholly dehydrated preserved milk products specifies the minimum fat and protein content so that the products meet basic nutritional standards. It also includes strict labeling requirements so that consumers know which type of milk product they are buying: whole, semi-skimmed or skimmed. Labels must also clearly indicate whether the product is fresh, powdered or condensed. This will allow dairy producers who offer high-quality fresh milk products to differentiate themselves in the marketplace. The current distinction between condensed and evaporated milk will be dropped.

Markem-Imaje

Not only EU directives will impose stricter labeling requirements on certain foods that may be subject to adulteration, mislabeling or "food fraud. The world's largest spice market, India, is considering such measures to protect prized products such as saffron, vanilla and turmeric, according to the Indian Express. After all, cheaper alternatives are often sold there as well or artificial substances mixed in. To comply with stricter labeling regulations, producers should be able to count on the support of specialists, who will help them work out a suitable solution for their specific application. Markem-Imaje has long enjoyed a strong reputation for end-to-end supply chain solutions and industrial marking and coding systems. The company has more than 50,000 customers worldwide who benefit from the expertise of a manufacturer, which has 30 years of experience in thermal transfer overprinting, among others. The range today includes several solutions and the combination with the CoLOS® software extends the possibilities even further.