– We believe it is misleading to the consumers to use the term “homemade” when it is produced at the factory, says section chief Ingvild Tømmerberg Slettafossen FSA Indre Østfold and Follo.
FSA got a call about two years ago regarding the usage of the word and now they have concluded. Orkla will no longer allowed to use the word in connection with their food.
They have invested heavily in the concept of homemade, including when they launched the firkat “homemade” Grandiosaen with music.
– We have until February 9 to appeal to the central processing FSA and we intend to do, says communications director Dag Olav workforce Orkla Foods, the company that owns brands Nora and storehouse.
The products no longer gets called homemade Nora Homemade jams, “Grandiosa Our Homemade” and Nora homemade mashed potatoes, Nora homemade desserts, Nora homemade sauerkraut / cabbage / parisersurkål, Nora homemade cucumbers / beets.
– We have been in dialogue with the FSA on this issue and exchanged views, so we are not surprised. But we see that we have not been heard, says workforce.
– Misleading marketing, says the FSA.
– We believe this is incorrect information to consumers about the products they buy. Matin Formation is the consumer’s main tools to make conscious choices. Therefore it is important that this is accurate and correct, says Khalid.
She points out that they are based on the European legislation around the issue.
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– The use of the term homemade interpreted strictly in both Denmark and England, she said.
– It is two years since you got the request. Why has it taken so long?
– It has taken longer than we wanted. We have had a lot to do and issues that constitute an acute health hazard being prioritized over matters like this, says Khalid.
Orkla: – Wrong to call this deceptive
Orkla began using “homemade »about jam in 1997.
They used this word because they believed that the product shit significantly from existing products on the market with higher content of berries and quality. Moreover, Orkla has informed the FSA that Grandosa Our home was chosen because it is square, has gripping edge and plenty of fill.
Nora homemade mashed potatoes called homemade because it is frozen and made of potatoes, while others potato mosses are made of powder.
Meanwhile informs Orkla Foods Norway that they believe the use of logos storehouse and Nora clearly indicate that products are manufactured in the factory.
– We have yet to hear from a consumer who believes these products are made at home in a kitchen, therefore it is wrong to call this deceptive marketing. Our use of homemade is a reference to the taste and not production methods, says workforce.
The Consumer Council is however happy decision.
-This is very good. We see too many selling words and phrases that do not make sense. The word “homemade” is one of them, says Gunstein Instefjord, Director food and trade in the Consumer Council.
Before Christmas they went through all the Christmas food, and ended up with a critical report on how food manufacturers mark this food.
– We have long called for a tightening of words and phrases that homemade, authentic, 100 percent natural, handmade and the like. Such expressions are often more misleading than enlightening. Labelling of food should be based on facts. We look sadly often the industry are pushing the limits of creating positive associations, says Instefjord.
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