Overview
Does The Label Match The Food?
We purchased 300 retail products across six categories and tested each against its declared nutrition panel — protein, fat, sugars, sodium, fibre and key vitamins. Where labels drifted, we worked backwards with the producers to find why: recipe drift, seasonal ingredients, or testing methods that never matched the factory reality.
The full benchmark is published openly so any producer can see where their category typically slips — and fix it before a regulator notices.
Study at a glance
- Scope: 300 products, 6 categories
- Method: accredited proximate + micronutrient analysis
- Tolerance: measured against EU 1169/2011 guidance
- Partners: 28 brands participated openly
- Output: benchmark report + label clinic
Key results
What We Found On The Shelves
71%
Of products sat within tolerance on every declared nutrient — the industry is better than its reputation.
Fibre
The most overstated nutrient, usually traced to a recipe change nobody re-tested.
Sodium
The most understated — seasonal ingredient variation was the usual culprit.
