Millions of adults are convinced food products carrying the Union Flag are made with 100 per cent British ingredients - and were shocked to learn this isn’t the truth. A study of 2,000 Brits found despite common ingredients such as eggs, meat and milk being readily available, 63 per cent feel misled by supermarkets after learning that products with the British flag could also contain ingredients from outside the UK.
This left people feeling misinformed (42 per cent), annoyed (28 per cent) and shocked (21 per cent). Nearly four in 10 (37 per cent) have bought food items with the Union Flag on because they thought it meant they were supporting British farmers.
Others have done so because they believed the symbol meant it was locally sourced (28 per cent) and better quality (27 per cent). Eggs were the top ingredients Brits would not expect to be imported because they are so readily available here, followed by potatoes and milk.
The research, commissioned by British Lion eggs, also found that of the 66 per cent who have a preference on British or imported good, two-thirds prefer British ingredients. Half believe British is best because there will be fewer food miles, while 45 per cent think the carbon footprint would be reduced.
But 68 per cent don't think it’s clear enough on food products where the ingredients are sourced, and 43 per cent are lack confidence in knowing where food items in supermarkets originated. Andrew Joret, chairman of the British Egg Industry Council, said: “It’s clear from the research that the British public are confused about what the Union Jack symbol on food products means.
“Unfortunately, it can appear misleading to learn that not all products with the flag include 100 per cent British ingredients. It’s likely people buy these items to support the local economy, and farmers as well, as believing they generate fewer food miles.
“The poll shows more needs to be done about educating shoppers on what food labels mean and to encourage food brands to use all British ingredients when so many of them are readily available here.”
The study also found where food goods are made (47 per cent), where ingredients are sourced (43 per cent) and nutritional information (29 per cent) are the top pieces of information currently not clear enough on packaging. As a result, 64 per cent would like to see clearer labelling on goods when it comes to where the ingredients are obtained.
Half of those polled, via OnePoll, would happily pay an average of 19 per cent more for food products made with British ingredients than those without. And 43 per cent argued UK farmers are losing potential business if ingredients such as eggs, dairy and meat are being imported from other countries.
Andrew Joret added: “The research shows consumers want and expect retailers to use British ingredients in foods and find the current labelling confusing. Using British egg ingredients and adding the British Lion mark to food containing eggs is an easy way to keep customers happy and show them that the eggs are British and meet the highest food safety standards.”
