Guidance on pictorial representation

08 September 2016

This FDF guidance provides food businesses with advice on what to consider when declaring a pictorial representation of a food ingredient on the label of a pre-packed product.



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It addresses the different components of a product that can deliver flavour, be it flavourings or ingredients, and how, being used in combination or individually, companies can substantiate the use of a pictorial of a certain food ingredient. Three comprehensive worked examples of how the principles apply to different foodstuffs are also included in the guidance.

The aim of the guidance is to maintain industry labelling practices relating to the concept of ‘wholly and mainly’ for the substantiation of a food ingredient depiction. Such practices were based on the UK Food Labelling Regulation 1996, which were superseded by the EU Food Information to Consumers Regulation (No. 1169/2011).

This guidance was supported by the UK Flavour Association.