The maker of Nutella, the chocolate-hazelnut spread loved by many Americans, wants a smaller serving size to be listed on its nutrition labels.
Ferrero, Nutella’s parent company, says that a smaller serving size will reflect how consumers currently use the product, and has been petitioning the Food and Drug Administration (FDA) to reclassify the spread.
Ferrero claims that nowadays Nutella is eaten in smaller amounts as a spread on toast instead of as a topping on ice cream or a filler in cupcakes.
According to CNN, the company surveyed over 700 mothers and claims that 60% of consumers now eat Nutella on bread, up from 8% back in 1991. And, only 2% of consumers today use Nutella on ice cream, down from 27% back in 1991.
Nutella is currently categorized as a dessert topping, with a serving size of two tablespoons. Instead, Ferrero wants the sweet spread to be classified in the jam and honey category.
Why this request? They can list a smaller serving size of one tablespoon–instead of two tablespoons–on its jars.
A smaller serving size on the food label means fewer calories and less sugar. This may give consumers the perception that Nutella is a healthier spread and may influence shopper’s decisions to buy more of it.
Now FDA may consider Nutella’s claims, but only if Americans agree. So the agency is now asking Nutella lovers how much they eat at a time.
Two tablespoons of Nutella contain 200 calories. The two tablespoon serving size originated in the 1990s, when the spread was used more as a dessert topping on ice cream.
As a nutritionist and portion size researcher, I’ve observed that most people rarely pay close attention to their portion and tend to underestimate how much they really eat. And they will probably spread a lot more than one tablespoon of Nutella on a slice of bread.
Secondly, even if people do spread Nutella on toast, many people use it more like a nut butter (which has a two tablespoon serving size) than as a honey or jam.
The FDA is now collecting comments about how much consumers are eating in a sitting.
Clearly, Ferrero is worried that the required two tablespoon serving size makes its product look unhealthy when compared to honey or jam.
I’ve written about food label serving sizes extensively, and have discussed how after 20 years, food labels are getting a makeover. Many standard serving sizes–known as reference amounts customarily consumed (RACCs)–will be increasing to reflect how much Americans typically eat. (We eat lots more now than we used to eat.)
The serving size for ice cream, soda, and other favorites will soon be increasing to reflect our changing eating habits.
Interestingly, research on consumer perceptions of larger federal serving sizes is mixed. On the one hand, if consumers see a bigger serving size on a package label, they will be more mindful. Especially after seeing a larger calorie count. On the other hand, however, research found that after seeing a larger serving size on the food label, many consumers will view that larger serving size as a recommendation to eat more.
As I’ve written, FDA serving sizes are not meant to be recommendations for how much we should eat. Instead, they are meant to reflect how much we typically eat.
Nonetheless, serving sizes do influence consumers’ decisions and the burning question is: How will consumers view a smaller serving size on a food label of Nutella?
So FDA wants to know how you eat Nutella and how much do you typically eat?
You can weigh in here.
Measuring spoons anyone?!
My guess would be that if we pulled out our measuring spoons, most of us would find that we eat much more than one tablespoon.