Rusks, crackers, sandwich bread… alert on often misleading “health” marketing

Rusks, crackers, sandwich bread… alert on often misleading “health” marketing

A new survey by the consumer association CLCV reveals that the bread-making industry still has a way to go to offer healthier products.

After comparing the composition of 1 740 references between 2019 and 2024, the association is sounding the alarm.

Plain rusks, table crackers and other wholemeal toasts… Even within the same family of products, nutritional quality varies greatly with Nutri-Scores ranging from A to E. However, only 57% of products display this logo which is essential to help consumers make an informed choice.

Misleading Claims

Health marketing is also misleading. With reassuring messages such as "Reduced in sugar", "Low in salt", "no additives", 67% actually have a Nutri-Score poor between C and E, and 69% of these products also contain additives. And once again, it’s up to consumers to be vigilant…hellip;

Still efforts to be made

Between 2019 and 2024, if 25% of revenues improved – including 16% with a notable advance on their Nutri-Score – three quarters remained unchanged.

Among the good surprises, the CLCV cites "the removal of palm oil in 34% of products that contained it in 2019 and the reduction in the number of additives in 36% of families which contained the most (plain & chocolate brioches/nuggets, grilled breads/toasts, sandwich breads, croissants and breads with chocolate)."

The Nutri-score as a reference

Proof that it is possible to act. The association therefore asks manufacturers to "commit to the Nutri-Score approach and to continue efforts to reformulate recipes by reducing as much as possible the’ use of additives, removing palm oil and reducing as much as possible the quantity of sugar, salt and saturated fatty acids."

It also calls on "the European Commission to make the Nutri-Score compulsory in Europe as soon as possible and the public authorities to strengthen regulations on the&rsquo ;use of nutritional and health claims by prohibiting their display on products with a poor nutritional profile (Nutri-Score D and E)."