FoodDrinkEurope believes that the introduction of a "Now contains X% less? claim would have offered new possibilities to food manufacturers to communicate incremental nutrition changes made to foods to the consumer by comparing old and new recipes. Moreover, it is important not to forget about the technological constraints to rolling out the smaller, step-wise reformulations to recipes, in addition to the time and cost involved in doing so, together with the need to gradually familiarise consumers with the new “improved? taste of the food.
