New EU directives oblige stricter labeling and composition of breakfast products to combat breakfast ‘food fraud’

New European Union (EU) directives target what authorities describe as ‘food fraud’ and ‘hidden’ sugars for certain foods, most commonly consumed at breakfast. Under the so-called ‘Breakfast Directives’, some everyday foods will soon need to meet stricter labeling requirements on composition and provenance before 14 June 2026.   

All producers selling fruit juices, honey, jams and marmalades, and powdered and condensed milks in Europe, will need to comply with the recently introduced European Commission Directives 2001/110-14 in less than two years from now. These products have been singled out for often having misleading labeling on their composition and high levels of added sugars, with these directives forming part of the EU's broader strategy to safeguard both producers' reputations and consumers' interests.  

For producers, the ‘Breakfast Directives’ provide a level playing field by helping to ensure that all products in the market adhere to the same standards, preventing unfair competition from lower-quality products that could undermine the market for legitimate producers. The reputation of producers is thus protected, as their commitment to quality can now be enshrined in law. 

Honey 

Honey is one of the products most commonly subjected to ‘food fraud’ and is a major focus of the ‘Breakfast Directives’, with as much as half of imports sampled identified as fraudulent. It is thus the subject of the first of the directives, Directive 2001/110/EC. The global honey market has been plagued by issues such as the dilution of pure honey with cheap sugar syrups, mislabeling of honey varieties, and the sale of honey that does not meet legal standards. These practices not only deceive consumers but also undermine the livelihoods of beekeepers and producers who adhere to quality standards. 

Most commonly, honey is often mixed with sugar syrups made from rice, corn, or beet, making it vastly cheaper to produce, and is sold at a lower price tag than pure honey. It does not possess the same nutritional and medicinal properties as pure honey, and the EU sees this as fraud against consumers who often believe they are buying an authentic product. Another problem is the mislabeling of honey's geographical origin or botanical source, such as acacia honey, which commands a higher price, but is often subject to minuscule levels of this variety being included, despite its labeling. Also, honey may be labeled as "organic" when it does not meet the necessary certification standards. Today, there are readily available solutions to help guarantee products like honey are not counterfeit and are authentic.  

Protecting brands and consumers  

Under the new regulation, honey labels must now accurately reflect the product's origin, floral source, and processing methods. For example, if the honey has been filtered to remove pollen, it must be labeled as "filtered honey." There will also now be limits on moisture content, sugar composition, and the presence of foreign materials.  

The directive also requires that any claims about the geographical origin or botanical source of honey must be verifiable, obliging the keeping of traceability data, with EU countries now required to enforce these regulations and impose penalties on producers and sellers who do not comply.  

Additionally, the directive ensures that the previous terminology of "blend of EU honeys", "blend of non-EU honeys" and "blend of EU and non-EU honeys" will be replaced. This measure aims to support the livelihoods of legitimate beekeepers and honey producers by ensuring that they are not undercut by fraudulent competitors and to help ensure that consumers can have confidence that the honey they buy is genuine and of high quality. This confidence can be reinforced in consumers by providing them with detailed information such as a brand history with traditional production methods via smartphone.     

Fruit juices  

Directive 2001/112/EC of the ‘Breakfast Directives’ relates to fruit juices and defines what can be marketed as "fruit juice," "fruit juice from concentrate," and "nectar." It sets standards for the production process, including the prohibition of adding sugar to fruit juice that is not labeled as "juice with added sugar" to ensure that consumers are not misled by beverages that are heavily diluted or sweetened and to benefit brands retailing pure juices.  

Accurate labeling is a key component of the directive for fruit juices. Labels must indicate whether the juice is made from concentrate or is freshly squeezed. If any additives, such as vitamins or minerals, are included, this must be clearly stated. This transparency not only benefits consumers but also allows brands to differentiate their products from those that are less pure or heavily processed.  

Directive 2001/112/EC also helps combat the adulteration of fruit juices with cheaper ingredients like water, sugar, or artificial flavors. Notably, as nectars have a high level of added sugars they will not be allowed to be labeled as juices. Enforcing strict composition standards will help ensure that only genuine fruit juice can be marketed as such, protecting both consumers and reputable producers. 

Jams, jellies and marmalades 

‘Breakfast’ Directive 2001/113/EC sets precise definitions for what constitutes "jam," "jelly," "marmalade," and similar products. It specifies the minimum fruit content and permissible sweeteners to prevent the sale of inferior products that might be mostly sugar or fillers and protects the reputation of producers using the highest amount of fruit.  Jams will now have to contain a minimum of 450 grams of fruit per kilo, up from 350, while ‘extra’ jams will need to contain at least 500g of fruit, an increase of 50g. Jellies may contain less fruit, while the name ‘marmalade’ will no longer need to apply solely to preserves made from citrus fruits.  

The directive mandates accurate labeling of jams, including the type of fruit used, the fruit content, and the presence of any additives or preservatives. EU member states are required to enforce these standards, conducting inspections and testing products to help ensure compliance. For brands selling such products in multiple markets, one way in which detailed ingredient information can be supplied to consumers in as many languages as required is via the use of scannable 2D codes, applying, for example, the new GS1 Digital Link standards.       

Powdered and condensed milk  

Directive 2001/114/EC on certain partly or wholly dehydrated preserved milk products specifies the minimum fat and protein content, ensuring that products meet basic nutritional standards. The directive also includes strict labeling requirements, ensuring that consumers are informed about the type of milk product they are purchasing, whether it is full-fat, semi-skimmed, or skimmed. Labels must also clearly indicate whether the product is fresh, powdered, or condensed, allowing dairy producers who offer high-quality, fresh milk products to distinguish themselves in the marketplace. The current distinction between condensed and evaporated milk will be eliminated.   

It is not only EU directives that will oblige stricter labeling requirements of certain food products that can be subject to adulteration, mislabeling, or ‘food fraud’. The world’s largest spice market, India, is considering such measures, according to the Indian Express, to protect valued produce like saffron, vanilla, and turmeric, where cheaper alternatives or artificial substances can often be mixed in.