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”.

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.
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