Drinks win Gouden Windei over vague fruit claims

Three drinks have jointly won the Gouden Windei, the Dutch public award for the most misleading product.

The products were nominated because of what Foodwatch calls vague fruit promises on the packaging. The consumer organisation says the front of the packaging gives a different impression from what is actually inside.

The three winners are Van de Boom Siroop Peer, Innocent Citrus Shield and 1 de Beste Ice Tea Perzik from Dirk’s private label.

The ice tea peach drink contains only 0.1 percent peach concentrate. Innocent Citrus Shield contains several citrus fruits, but the largest fruit ingredient is apple juice. Van de Boom Siroop Peer contains 10 percent pear and 75 percent apple, even though the front of the bottle shows only pears.

The award is decided by public vote. The group of drinks received 28 percent of the votes.

Foodwatch says the problem is not limited to these three products. Similar products often use attractive fruit images or names while relying heavily on cheaper fruit ingredients such as apple juice.

This type of marketing works because people make quick choices in supermarkets. Colour, shape, pictures and product names can create an instant impression. Many shoppers do not turn the package around to read the full ingredient list.

The issue is not that apple juice or fruit concentrate is illegal. The concern is whether the front of the packaging gives a fair idea of what the product mainly contains.

Foodwatch says consumers are being tempted with promises that are not fully matched by the ingredient list. One manufacturer has already said it will add the word “flavour” to its packaging.

Other nominated products this year included lentil sticks with 8 percent lentils and cheddar sauce with 1 percent cheddar. A Milka chocolate bar was also nominated because the bar recently became smaller while the packaging stayed the same size.

The Gouden Windei is partly humorous, but the issue is serious for consumer trust. Food labels are meant to help people make informed choices. If the front of a package creates a stronger impression than the ingredients support, shoppers may feel misled.

The practical advice is simple. Look at the ingredient list, not only the front label. Ingredients are listed by weight, from most to least. If the fruit in the name appears near the end of the list, the product may contain much less of it than expected.

The award also adds pressure on food companies. Clearer packaging may become more important as consumers pay closer attention to price, health and transparency.