Consumer Distrust about E-numbers: A Qualitative Study among Food Experts.

Food additives (E-numbers) are allowed in foods, but many consumers have a negative perception of them. The objective was to study the opinion of food experts about the causes and ways to reduce consumer distrust about E-numbers. Thirteen food experts from universities, research institutes, the government, food industry organisations, media, a nutrition information organisation, a consumer association and two other non-governmental organisations (NGOs) were interviewed with a semi-structured topic list, based on a model of risk perception. Interviews were transcribed, coded by an open-coding approach and analysed. Results indicated that, according to food experts, consumer distrust of E-numbers arose from negative communication by traditional media, social media and books. Food experts suggested that the information sources and the reliability of E-number information are important for consumers. Food experts also suggested reducing consumer distrust by avoiding negative label claims and making collective agreements with all parties about honest and transparent communication. According to interviewed food experts, food companies need to explain clearly and honestly why they use E-numbers in food. A nutrition information organisation and the government were often mentioned as appropriate parties to undertake action. The interviews suggested that consumers had no confidence in the food industry.

Reformulation as an Integrated Approach of Four Disciplines: A Qualitative Study with Food Companies.

In 2014, the Dutch government agreed with the food sector to lower salt, sugar, saturated fat and energy in foods. To reformulate, an integrated approach of four disciplines (Nutrition & Health, Food Technology, Legislation, and Consumer Perspectives) is important for food companies (Framework for Reformulation). The objective of this study was to determine whether this framework accurately reflects reformulation processes in food companies. Seventeen Dutch food companies in the bakery, meat and convenience sector were interviewed with a semi-structured topic list. Interviews were transcribed, coded and analysed. Interviews illustrated that there were opportunities to lower salt, sugar and saturated fat (Nutrition & Health). However, there were barriers to replacing the functionality of these ingredients (Food Technology). Most companies would like the government to push reformulation more (Legislation). Traditional meat products and luxury sweet bakery products were considered less suitable for reformulation (Consumer Perspectives). In addition, the reduction of E-numbers was considered important. The important role of the retailer is stressed by the respondents. In conclusion, all four disciplines are important in the reformulation processes in food companies. Reformulation does not only mean the reduction of salt, saturated fat and sugar for companies, but also the reduction of E-numbers.