A nutrition facts label is useful not only for describing the nutrient content of food, but it can also be a marketing tool to promote food products.
It is also extremely beneficial for small food businesses looking for a good way to promote their products.
Nutrition labelling in Malaysia is not difficult if done correctly. Now let’s get into how to promote a food product (cara promote makanan).
Promote Food Products with Nutrition Labelling
A nutrition facts label, in general, is to help consumers make better food choices when planning their daily meals.
Furthermore, as consumers become more health-conscious, nutrition labels have a greater influence on their purchasing decisions than ever before.
As a result, businesses can take advantage of this opportunity when promoting food products. But how do you use nutrition labelling to promote your food products?
The solution is to highlight specific information from your nutrition facts label and prominently market it on your food packaging. Nutrition claims are not only the most effective but also legally compliant promotional strategies for food manufacturers.
What are Nutrition Claims to Promote Food Products?
A nutrition claim is defined by any claim made on a food product’s label about its nutritional quality. According to the Malaysia Food Regulations 1985, there are three types of nutrition claims:
- Nutrient content claim
- Nutrition comparative claim
- Nutrient function claim
Nutrient content claim
A nutrient content claim is a claim that describes the amount of a nutrient in a food product. It is the most common claim used by food manufacturers.
The phrases you often find on food packaging such as ‘Low of’, ‘Free of’, ‘Source of’, and ‘High in’ are some examples of nutrient content claims.
However, a food product needs to meet certain criteria and conditions as stipulated in the Food Regulations 1985 to use this claim.
The Secret Behind Your Nutrition Facts
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Nutrition comparative claim
A nutrition comparative claim is a claim that compares the nutrient levels and/or energy value of two or more food. The examples are “reduced”, “less than”, “fewer” “increased”, “more than”.
For instance, manufacturer B introduces the same cheese product but with a new formulation that contains more protein than the previous cheese product. Let us refer to them as Cheese 1 and Cheese 2.
To make use of this claim, Cheese 2 must meet the following two requirements:
- Energy or nutrient content between compared foods must differ by at least 25%
- The minimum absolute difference in energy value or nutrient content must be equal to or more than the value required for the claim.
If Cheese 2 meets both criteria, manufacturer B can promote Cheese 2 as having more protein than Cheese 1. Manufacturer B can label “Cheese 2 has 50% more protein than Cheese 1.”
Nutrition Function Claim
A nutrient function claim is a nutrition claim that describes the physiological role of a nutrient or other food component in the body’s growth, development, and normal functions.
The claims must be supported by science and the information about the physiological role of the claimed nutrient must be included in the claim.
Example of promoting a food product with nutrition function claims include:
- Folic acid is essential for growth and division of cells
- Calcium aids in the development of strong bones and teeth
- Protein is essential for growth and development
However, these claims should not be implying that the nutrient cures, treats, or protects against diseases.
As a manufacturer, you may use nutrition function claims to highlight the benefit of your ingredients on your food packaging.
Promote Food Products with Nutrition Labelling Responsibly
All in all, nutrition claims of your nutrition labelling can be a powerful marketing tool for businesses if used correctly. That being said, manufacturers must be responsible and truthful when making these claims.
Need more help and tips? You’re at the right place. Foodipedia is a platform that provides information about the food businesses in Malaysia and we can help you elevate your business to the next level.
DISCLAIMER
This article is for informational and educational purposes only and does not constitute legal or professional advice. Although we strive to provide accurate general information, the information presented here is not a substitute for any kind of professional advice, and you should not rely solely on this information. Please opt for a one-to-one consultation with us or a relevant professional for your specific concerns regarding food business solutions in Malaysia before making any decisions.
