How pure is pure on a food label

A.� The problem is manufacturers and consumers' notions of wholesome and pure food often different. Manufacturers who flout new labelling standards to be introduced in the autumn could now be fined �5,000, according to the Food Advisory Committee. The committee has said that food labels that confuse or mislead shoppers with words such as 'pure', 'fresh' or 'natural' will be dealt with. The food industry overhaul comes after a Food Advisory Committee report found that descriptions such as 'pure' were misused by manufacturers.

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Q.� Is food as healthy as the labels implies

A.� Not according to the Food Commission. Researchers recently spotted a tin of mackerel branded as 'ocean fresh', a packet of 'fresh' cereal that included freeze-dried strawberries and a 'fresh apple cake' that included emulsifiers, flavourings, preservative and acidity regulators.

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Q.� Can the word pure be used on products

A.� Despite a growing raft of regulations on food labelling, the use of words such as 'pure', 'natural' and 'fresh' in product marketing is largely unregulated, and potentially confusing to consumers who seek minimum processing in their food. The Food Commission, a campaign group, has complained evocative words going back over 35 years, are still used today.

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The primary definition of 'pure' is 'not mixed with any extraneous or dissimilar materials' but it also means 'clean and wholesome' and manufacturers might justify additives in 'pure' products if the additives themselves are pure.

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Shloer grape juice used to say it was 'refreshingly pure' on its label. Analysis showed it included additives such as fructose syrup, malic acid and natural flavourings. Shloer has now changed the slogan on new stocks of juice from 'refreshingly pure' to 'pure refreshment'. The company says it holds regular research groups where consumer groups are shown packaging to make sure they don't think it is misleading.

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The makers of the Oasis soft drinks range, Coca Cola, and the Pure range of margarine-type spreads say they are fastidious in consulting consumers over packaging.

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By Katharine MacColl