BreakFast or BreakFat? Both, with Healthy Food in the Morning through New EU Legislation

After the recent unrest of European farmers, who have occupied roads and squares across Europe with their tractors, a new “stress test” is on the horizon for the agri-food sector. The Council and the European Parliament have provisionally agreed to revamp legislation consumer information requirements for honey, fruit jams, fruit juices, and dehydrated milk. This landmark agreement updates the ‘breakfast directives’, aiming to empower consumers with clear, comprehensive product information, enabling informed choices and combatting food fraud.

By Adam Frey

Brussels, 3 February 2024

Today, the Belgian presidency of the Council and representatives of the European Parliament reached a provisional agreement to update the so-called “breakfast directives“. This agreement, focused on honey, fruit jams, fruit juices, and dehydrated or lactose-free milk, is set to revolutionize the standards for composition, labeling, and naming of these staple breakfast items.

David Clarinval, Belgian Deputy Prime Minister, declared: “The deal we have reached today will empower consumers to make well-informed choices and help combat food fraud.” This commitment reflects a broader EU strategy to foster transparency and consumer trust in food products.

 

The new EU Directive includes:

• Honey: Enhanced labeling will indicate the countries of origin in descending weight order, including the percentage each country contributes to the blend, boosting transparency for consumers.
• Fruit Juices: Introduction of three new categories: ‘reduced-sugar fruit juice‘, ‘reduced-sugar fruit juice from concentrate‘, and ‘concentrated reduced-sugar fruit juice‘, catering to the growing demand for lower sugar options.
• Fruit Jams: An increase in minimum fruit content aims to reduce sugar levels, promoting healthier choices with clear distinctions between jam and extra jam categories.
• Milk: The agreement allows for lactose-free dehydrated milk products, expanding consumer choice and catering to dietary needs.

The provisional agreement now moves to a technical phase to refine the revised directives’ details, followed by endorsement and formal adoption processes.

This legislative evolution signifies the EU’s dedication to health, transparency, and quality in the food sector, promising a future where breakfast choices are not just delicious but also nutritiously informed and transparent.

Farmers in Brussels – Copyright eEuropa Belgium, 2024

What impact on the producers?

The changes in EU legislation, such as those concerning the ‘breakfast directives’, will bring several shifts for food producers like those of honey, fruit jams, fruit juices, and dehydrated or lactose-free milk.

Here are some of the key implications:

1. Labeling and Transparency
   • Producers will need to provide more detailed information on the label. For instance, for honey, they will need to indicate the countries of origin in descending order based on weight and the percentage that each country contributes to the blend.
   • For fruit juices, it will be possible to use the label “contains only naturally occurring sugars,” requiring clarity in production and labeling.
2. Product Content
   • There will be stricter requirements for the minimum fruit content in jams and extra jams, pushing producers to modify recipes to reduce sugar and increase fruit content.
3. Product Innovation and Diversification
   • Producers will have the opportunity to innovate by introducing new product categories like reduced-sugar fruit juices.
4. Compliance with Standards and Quality Control
   • Producers will need to ensure their products meet the new quality and safety standards.
   • They may be subject to more rigorous checks to ensure product authenticity, as in the case of honey to prevent fraud.
5. Adaptation to New Regulations
   • They will need to adapt to new regulations in terms of product labeling and composition, which may require adjustments in production processes, supply chains, and marketing strategies.
6. Access to New Markets
   • With the adoption of higher and more transparent standards, producers might find new market opportunities, especially among health-conscious and informed consumers.

 

In summary, producers will need to be proactive in adapting to these changes, which can represent both a challenge and an opportunity to innovate and differentiate in the market.

But in light of the recent tensions in European squares with farmers protesting for diminishing aid and the influx of products from Ukraine, it is not excluded that the ratification vote in Parliament may become more challenging than one could have imagined yesterday, potentially leading to a divide between an ecological left and a sovereigntist right.

Go to eEuropa Platform

© Copyright eEuropa Belgium 2020-2023
Source: © European Union, 1995-2023