A British consumer watchdog has warned that consumers are getting confused over the labeling of the food products which display claims of being "natural" or "pure".
According to Which? consumer group, consumers are being misled by the labels of the food products, especially juice drinks with more than 43 percent believing that products which have been labeled "juice drink" will contain at least 25 percent of real fruit juice.
More than 30 percent also believed that products which display label of "real fruit" have fruits as their main ingredient. Which? also revealed that consumers are not fully aware over the difference between "flavor" and "flavored".
According to Department for Environment, Food and Rural Affairs (Defra), a product which displays "flavored" on its label should include natural ingredients in it while those with artificial flavoring include "flavor" on its labels.
"It's essential that Defra remains consumer-focused, ensuring that words used on food labels are clear so that consumers know what they're getting", Which? added.