Improving the understanding of key nutritional elements to support healthier and more informed food choices: The effect of front-of-pack label bundles.

OBJECTIVES: In the current open debate at the European level on what would be the best Front-of-Pack Label (FOPL) to support customers' healthier and more informed food choices, little effort has been dedicated to analyzing the potential effects of bundling existing FOPLs. This study aims to compare the effects of consumers' subjective understanding and liking of different types of FOPL bundles. METHODS: We performed an experimental design by manipulating the FOPLs' scheme, where different types of FOPL bundles were designed according to the "directiveness" of the FOPLs' scheme. A "mixed" bundle was composed of a non-directive label (i.e., NutrInform Battery) and a directive label (i.e., Keyhole), and a "double-directive" bundle was composed of two directive labels (i.e., Nutri-Score and Keyhole). This study was conducted among a sample of 327 Swedish individuals responsible for purchases recruited through international web panel providers. RESULTS: The results showed that a mixed bundle has been more effective than the double-directive bundle and the single-directive label (i.e., the existing FOPL in the investigated market) in allowing consumers to improve their subjective understanding (in terms of comprehensibility, help-to-shop, and complexity reduction) and liking towards the labels. CONCLUSIONS: This study extends the current research on bundling in general and on FOPL bundles in particular by providing evidence regarding consumers' subjective understanding and liking of the labels. Additionally, the research provided findings that might be relevant for policymakers by suggesting to investigate bundle of FOPLs to help the consumers' understanding in their process toward healthier and more informed food choices.

Measuring the Effect of Blockchain Extrinsic Cues on Consumers' Perceived Flavor and Healthiness: A Cross-Country Analysis.

Many studies in the related literature have proven that the perception of flavor and healthiness can be affected by both the product's intrinsic and extrinsic cues. Package designs, brands, colors, labels and other visual elements exert and influence consumers' expectations and guide them toward food decisions. With the increasing initiatives promoted within Europe in support of the adoption of blockchain technology in supply chains and agri-food contexts, in the coming years, packages will be used with additional product information certified with the technology itself. Cueing packages with blockchain-certified information could affect consumers in their overall flavor and health perceptions, similarly to that previously demonstrated with other extrinsic cues. In the present study, we analyzed a sample of 310 primary grocery shoppers from Germany, Italy and the UK, demonstrating the effectiveness of technology-certified information on the package of animal milk in influencing consumers' flavor and health perceptions and exploring the differences and similarities across the three countries and milk categories.