VEVEY, Switzerland: As shoppers increasingly scrutinise ingredient labels to avoid products perceived as heavily processed, Nestle, maker of Nescafe coffee and KitKat chocolate, has been lobbying U.S. authorities to allow simpler descriptions using common rather than scientific names on packaging.
Examples include replacing the words "ascorbic acid" with the more widely understood vitamin C in the list of ingredients and "beta-carotene" with vitamin A, to avoid consumers rejecting unfamiliar ingredients even when they are naturally derived or considered safe by regulators.
