Palm Oil Free Claims Tricky Practice – IPEC 2021

My talk discussed the role of Free From Claims and the commercial campaign against palm oil represented by palm oil free claims. I have shown all the real numbers about the impact of palm oil free claims.

• Free From are foods made without a specific ingredient. They are suitable for whom suffers allergies, intolerances, or other health related issues. They are available for whom does not suffer any allergy, intolerance, etc.

• The absence of a (denigrated) ingredient makes consumers believe the product is better. 

• The Absence communicates quality, healthiness, sustainability. 

• Free From claims are used to condition consumers behaviour capture their purchase intentions. 
• Free From claims could be misleading. They deceive consumers playing on their expectations and fears. They are used for commercial purposes.

I have shown all numbers of the palm oil free claims negative commercial practice. The number of free claims in Europe and in each European country. I have also showcased my most recent studies on the palm oil free claims. I demonstrate that the absence of palm oil does not improve any quality, health, or sustainability.