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Negative Content Claims on Clean-Label Products Likely to be prohibited in China

According to GB 7718 General Standard for the Labeling of Prepackaged Foods, all ingredients shall be included in the ingredient list, and those that account for less than 2% of the total content are not required to be listed in descending order. If negative content claims using terminology such as "no" and "not included" are used, the content of corresponding ingredients or components shall be indicated as "0". In addition, the competent authority is likely to ban the use of words like "not added," "not used" as they are quite confusing to Chinese consumers.

Simple Love is a Chinese yogurt brand which gained major traction amongst consumers because of its positioning as a “clean label” product which uses a simple formulation (milk + strain + sugar,) and is marketed using a strategy which highlights its “additives free” pedigree. However, some consumers are suspicious of the veracity of the additive-free claims and suspected that additives such as stabilizer and thickener are not included in the ingredient list due to their extremely low concentration (less than 2% of the overall ingredient composition) [1].

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