Comparative nutrient content claims

On this page

• Conditions for use of comparative nutrient content claims
• Comparative claims for vitamin and mineral nutrients
• Comparative nutrient content claims for products carrying a nutrition symbol
• Reformulated products and similar reference foods
• Example: steps for evaluating "reduced in fat"

Comparative nutrient content claims are those that compare the nutritional properties of 2 or more foods. The major categories of comparative nutrient content claims are:

• reduced
• lower
• more
• light in energy or fat

Examples of comparative claims include:

• "3 grams more fibre than 1 slice of Brand X bread"
• "33% less sodium per x serving than our regular potato chips"

Conditions for use of comparative nutrient content claims

The comparative nutrient content claims listed in the Table of Permitted Nutrient Content Statements and Claims may be used on food labels or in advertising. The claims must meet both the food conditions which must be met (column 2) and the labelling and advertising conditions (column 3). In general, comparative claims must:

• involve similar reference foods (for example, skim milk and whole milk) or reference foods of the same food group (for example, tofu sausage and regular meat sausage) depending on the type of claim
• clearly identify the foods being compared and the differences between them, and
• be based on differences which are both nutritionally and analytically significant

Comparative claims for vitamin and mineral nutrients

Comparative claims relating to the content of vitamins and mineral nutrients in foods are not mentioned in the Table of Permitted Nutrient Content Statements and Claims but similar rules for use as those discussed above apply. See Vitamin and mineral nutrient claims for further information.

Comparative nutrient content claims for products carrying a nutrition symbol

Specific requirements apply to comparative nutrient content claims that appear on the label of a prepackaged product when it carries a nutrition symbol. For more information, refer to Nutrient and health-related claims and the front-of-package (FOP) nutrition symbol.

Reformulated products and similar reference foods

A reformulated product may temporarily use the pre-reformulated product as a similar reference food if the pre-formulated product will be phased out. For example, a product that has been reformulated to reduce the trans fat content may use the claim "reduced in trans fatty acids" as compared to the pre-reformulated product as the similar reference food, if the food, label and advertisement meet all of the conditions set out for the nutrient content claim. This claim would be acceptable on a food for a 1 year period (from the production date) after the similar reference food has been phased out. This claim can be made in advertising (for example, television, radio, print) only for 1 year as well. After the 1 year period, the claim would not be acceptable given that the similar reference food is no longer available. Other more appropriate claims such as "lower in trans fatty acids" or "free of trans fatty acids" could be used at that time, provided the food meets the conditions set out for those claims.

The "reduced in trans" comparative claim should normally be against the manufacturer's regular product since in order to decrease the trans content, the food would have to be reformulated with a different source of fat and/or oil. However, a competitor's product that meets the definition of a similar reference food could also be used.

Note: the food carrying the claim "reduced in trans fatty acids" must be processed, formulated, reformulated or otherwise modified, without increasing the content of saturated fatty acids, so that it contains at least 25% less trans fatty acids, based on the reference amount of the food and similar reference food (or based on 100 g for prepackaged meals). The similar reference food cannot meet the conditions for the "low in saturated fatty acids" claim (see the Table of Permitted Nutrient Content Statements and Claims).

Example: steps for evaluating "reduced in fat"

See item 13 of the Table of Permitted Nutrient Content Statements and Claims, "reduced in fat", to evaluate the claim: "30% lower in fat than our regular granola bar".

Food conditions

• the "lower in fat" granola bar must have a minimum of 25% less fat than the similar reference food (that is, the regular granola bar) per reference amount, and
• the similar reference food (that is, the regular granola bar) must not qualify as "low in fat"

Label conditions

• the "similar reference food" (for example, the regular granola bar) must be identified
• the amounts of the food being compared must be stated, unless they are the same, and
• the difference in fat must be expressed per serving of stated size (as a percentage, a fraction or in grams)

For more examples on identifying the validity of a claim, please refer to Nutrient content claim examples.