Revision of EU marketing standards for certain ‘breakfast’ directives [EU Legislation in Progress]

Written by Ivana Katsarova (1st edition).

Marketing standards established by the ‘breakfast directives’ are more than 20 years old. Over time, food markets have evolved substantially, driven by innovation and changes in consumer demand and expectations. Taking this shift into account, on 21 April 2023 the European Commission proposed to update some of the rules governing a set of directives on food products – the ‘breakfast’ directives – including the marketing standards they introduced. The revision also echoes key messages of the EU’s ‘farm to fork’ strategy, which addresses the challenges of sustainable food systems and recognises the strong links between ‘healthy people, healthy societies and a healthy planet’. Changes include modifying the definition of marmalade, cutting sugar in fruit juice and introducing stricter origin labelling for honey and clearing the way for the manufacture of lactose-free evaporated milk.

In their feedback, most stakeholders focused on honey labelling, voicing disappointment with the proposal’s lack of ambition and calling for indicating each country of origin, in descending order, and its respective share of honey. In Parliament, the Committee on the Environment, Public Health and Food Safety (ENVI) is handling the file, with Alexander Bernhuber (EPP, Austria) as rapporteur.

Versions

• July 2023: Revision of EU marketing standards for certain ‘breakfast’ directives (1st edition)