New guidance for the use of marketing terms such as `fresh`, `pure` and `natural` on menus, has been issued by the Food Standards Agency.
The revised guidance includes advice to restaurateurs and caterers on the use of new terms which include farmhouse pßt?, handmade, quality, selected and premium and on the use of some existing terms that may cause confusion.
"Marketing terms are useful to enable industry to differentiate their products but need to be used in a way that is meaningful to consumers," said Stephen Pugh, Head of the Food Labelling Branch at the FSA.
The guidance has been issued to help consumers understand menus and food labels more clearly and was compiled following a consultation with 1,200 stakeholder organisations about the labelling guidance that it issued in 2002.
Pugh said: "In our guidance, developed with consumer organisations, industry and enforcement bodies, we have suggested the conditions when certain marketing terms can be used. These conditions reflect current consumer understanding and perceptions of these terms."