Clear labels, growing sales: your guide to EU food labelling rules

Healthy eating isn’t just a trend, it’s shaping how consumers shop! From plant-based choices to supplements and allergy-friendly options, people want to know exactly what’s in the food they buy. Clear labelling helps them make confident choices and helps your business build trust. 

Clear, compliant information builds credibility and loyalty, while keeping your products on shelves. The EU sets ground rules for all prepacked food items, and Your Europe can help you understand them. 

Make every detail count on your label 

Your label is often one of the first interactions customers have with your product. It must be accurate, visible and easy to understand - no fine print tricks or missing information! Required elements include the product name, list of ingredients, allergens, net quantity, use-by date, and your business contact details. Missing or unclear information can lead to recalls, complaints, and lost shelf space. 

If you highlight any specific ingredient on the packaging, such as cherries, walnuts or oats, you must indicate how much of that ingredient is included in the product. Allergen information must always be clearly visible: using a different font, colour or bold text ensures that those at risk of intolerance or allergy feel safe choosing your product. 

Smaller packaging requires fewer details, but essential information must still be legible. Clear labelling reassures busy shoppers and reduces the time spent handling queries and returns. For more information on the technical rules for ingredient lists and EU guidance on quantitative declaration, visit the Your Europe portal. 

Put nutrition transparency to work for your brand 

More and more consumers check nutrition values when comparing products, especially around the holidays, when indulgence and health often compete.  

In the EU, prepacked foods must include a nutrition declaration showing energy, fats, saturates, carbohydrates, sugars, protein and salt per 100 g/ml. Presenting this in a clear table helps customers make quick decisions and reinforces the transparency of your brand. The Your Europe portal provides an example of how the nutrition declaration should be displayed in table format, showing the correct order of the content. 

You can also voluntarily list authorised vitamins and minerals to highlight nutritional benefits or help consumers make informed choices. The more accurate and transparent you are, the more trust you build, and trust is what helps you drive repeat purchases across entire product lines. 

Let science speak for your products 

Health and nutrition claims can strengthen sales, but only when supported by evidence. Good-for-you messages such as 'low sugar', 'source of fibre' or 'supports immunity' must meet strict definitions found in the EU Register of Nutrition and Health Claims. This protects consumers from exaggerated claims and keeps competition fair. 

If you use one, you must also provide guidance on portion size and consumption, and issue warnings to specific groups, such as pregnant women, where necessary. National authorities can request your scientific documentation at any time, so keep it organised and accessible.  

This protects not only consumers, but your business from marketing fines or product withdrawals. When used responsibly, authorised claims help you stand out on crowded shelves, without exaggeration or misleading promises. 

Would you like to make a claim that is not yet listed in the EU Register? If so, your business can apply for authorisation to the relevant national authority in your country. They will inform the European Commission and assist you in preparation for the scientific assessment. Visit Your Europe to find more details on how to apply for authorisation for new claims and the list of relevant national authorities in each EU member state. 

Build trust that lasts longer than the sales season 

Behind every compliant food label lies more than legal text: it tells customers that you take safety, transparency and fairness seriously. They also show retailers you’re a reliable partner, ready to scale into new stores, markets, and export opportunities. That reputation matters long after the holiday rush fades. 

Your Europe helps you with practical insights to get labelling right from the start: learn what's mandatory, when optional information helps, and how to avoid costly corrections. Visit the portal to ensure your products stay on shelves - and in customers' baskets - all year long.