Food firms on the continent should prepare for the nutrition information challenge

Having just returned from the UK and having stopped at McDonald’s to enjoy their free WiFi, I was greatly helped in making my food choices by energy content information displayed along the product list. They have chosen the more common kilocalories over more rigorous kJ, which also was helpful. Regardless of choices available in my energy target for lunch, I found the numbers very useful for eventually picking a grilled chicken salad.

What struck me is that, in Italy, there is no such information on display. As in the UK, at local McDonald’s, they have clear and complete nutrition facts on the back of the paper that covers your tray, but consumers have access to the information only after buying the product. I also dined in a small, independent restaurant (Valerie’s), and they also had energy content in their menu (other places did not: it is clearly voluntary).

I am not singling out the fast food chain; they are just following the national norm. Rather, it is interesting that the nutrition societal debate in the UK prompts caterers to provide that information, and that, bar very few exceptions (e.g., Wok at the Rome Termini Station does have it, if I am not mistaken, though their website is oddly silent), the nutrition culture climate in Italy does not have the same effect.

My point is that, though we have a great dietary culture, Italy is doing too little on nutrition and nutrition information. Some companies are rather active, but the nutrition culture is still lagging behind what is clearly an ever stronger need. I am not advocating specific solutions here, but calling for awareness.

Indeed, food companies, large and small, should be aware of the nutrition challenge which the obesity epidemic has generated, and, if smart, anticipate and find opportunities in the cultural shift that will eventually reach the Peninsula as well.

Based on recent experience, the same advice applies to Central Europe as well, including Germany and Belgium.

On our part, we, as consultants, need to be ready to provide the correct regulatory and technical advice; luckily, there starts to be enough regulation, and science, to give meaningful and robust suggestions.

– Luca Bucchini, Managing Director –

PS: I am not associated with any of the above businesses in any working capacity.

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