Project Plan

Phase 1

Providing an overview of the process and strategies involved in the formulation, regulation and dissemination of health claims from science to the consumer.

In this phase of the project, we will be gathering information through interviews with industry representatives on the processes and challenges involved in placing EFSA-authorised health claims on food packaging. Parallel, we will explore through focus groups how consumers interpret and understand EFSA-authorised health claims and what kind of information they pay particular attention to when it comes to health messages on food packs. The aims is to identify linguistic, visual and marketing attributes that play a key role in consumers’ understanding of health information on food packaging.

Phase 2

Design and development of a digital platform in collaboration with consumers, industry and academics to enable consumers to engage in a novel, personable and participatory way with health claims through a range of online activities.

Based on the insights obtained from Phase 1, we will develop a digital platform to engage consumers with health claims in a range of gamified activities. The platform will fulfil two aims: on the one hand, it will offer consumers more personalised information on authorised health claims, what they mean and what kinds of food they can be found on; on the other hand, it will help us assess the contributions of different linguistic, visual and marketing attributes to the understanding and trust in foods that are marketed with EFSA-authorised health claims.   

Phase 3

Formulation of Best Practice Guidelines for manufacturers and retailers on effective ways to formulate and disseminate scientific health claims.

The analyses of data from Phase 1 and 2 will lead to the development of best practice guidelines for food manufactures and retailers to help them use EFSA-authorised health claims on food packaging in the most effective way that is also well understood by consumers.

Phase 4

Development of Recommendations for European Policy Makers and Regulators on how to better comply with the EU regulation that food claims can be understood by the intended consumer

Together with all stakeholders, we will develop a set of recommendations for the European policy makers and regulators on how to formulate and disseminate health claims that they are well understood by the average consumer.

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This activity has received funding from EIT Food, the innovation community on Food of the European Institute of Innovation and Technology (EIT), a body of the EU, under the Horizon 2020, the EU Framework Programme for Research and Innovation.