Abstract
When you are buying food, are you one of the 30% of shoppers (an estimate in the United Kingdom) who always read the labels, or one of the 20% who rarely or never give them a glance? Do you know what to make of them if you read them? Labels are meant to inform you and to help you to choose. But when you go shopping, how much time do you have to read about the differences between 30 types of chicken soup or 300 varieties of breakfast cereal? Consumers seem to want more and more choice, and consumer pressure groups definitely want more information on food labels. Choice and information are also attractive to regulators, because these options are less likely to be viewed as restricting individual freedom or stifling food industry innovation than the alternative of regulating food content.
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