UK campaigners have claimed that jam doughnuts and ready salted crisps could use health and nutrition messages on their products under EU proposals.

According to research cited by Which?, the British Heart Foundation and Cancer Research UK, Oxford University have calculated that only 7% of foods would be banned from claiming they were nutritious.

The data also showed that only 40% of products would be unable to claim they were unhealthy, Which? Said.

“Jam doughnuts and crisps being allowed to make nutrition claims would be laughable if it wasn’t so serious,” Which? senior public affairs officer Colin Walker said. “The goalposts have been widened to the point that no-one remembers why they were put there in the first place.”

Which? claimed that EU regulations on health claims has become “unscientific” and “fundamentally flawed” due to pressue from member states looking to promote their products.

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The consumer group said that, under EU guidelines of salt, sugars and saturated fat, products like Tesco single jam doughnuts would be able to make health claims.