Knowledge is power

Consumers are demanding more and more from confectionery manufacturers. They want to know exactly what a product contains and whether it has been responsibly sourced.

Some manufacturers are giving the consumer exactly what they desire, whereas others seem to be more hesitant.

Nestlé has launched a global initiative to give people instant access to information about the nutritional profile and environmental and social impacts of its products.

Anyone who buys a multi-pack of two-finger Kit Kat chocolate bars in the UK and Ireland will be able to find out more about what they are made of and how they were produced, just by scanning the packaging with a smartphone. The initiative will eventually be rolled out globally.

However, not all companies appear to be as open. Unlike in Europe, in the US it is not mandatory for companies to declare the use of GMOs in their products. Both Hershey and Mars have opposed GMO labelling at elections, which is why GMO Inside, a campaign dedicated to advancing the right of consumers to know whether or not foods are genetically engineered, is calling on Hershey and Mars to either stop putting GMOs in their products or to start labelling the products as containing GMOs.

Beyond the issue of GMOs, Hershey also has problems with child labour in the cocoa it sources.  Though the company committed to certify its supply chain as 100% sustainable in October 2012, there has been no further information about how the company plans to deliver on its promise to remove forced child labour from its supply chain over the next seven years.

Ingredients aren’t the only factor consumers consider. Packaging is also scrutinised to check for its recyclability and biodegradability credentials. The European waxed paper packaging manufacturers’ association, EuroWaxPack, claims that the environmental credentials of waxed paper have recently been proven by tests, giving manufacturers a good reason to opt for this material when packaging their products.

Education of consumers is extremely important to ensure that people are making an informed choice about what they are eating. Being open and honest about how a product is produced and what it contains is likely to establish trust, and ultimately brand loyalty, between consumers and manufacturers. Misleading consumers is unacceptable.