Unilever will stop using unsubstantiated sustainability claims on the packaging of its products in the Netherlands, according to the local competition watchdog.
According to the local Authority for Consumers and Markets (ACM), earlier this year, the Dutch Consumers’ Association had accused Unilever of using sustainability claims that it saw as “misleading” and had called on the ACM to act.
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The ACM said that Unilever uses claims on its branding such as “sustainably grown peanuts”, “sustainably grown vegetables”, or “sustainable packaging” on a number of its products.
Following talks with the ACM, Unilever has agreed to stop using these claims on its packaging, the competition watchdog said.
The Hellmann’s mayonnaise producer intends to have changed most of its packaging from January next year but products with these sustainability claims may still be available in stores after this date, according to the ACM.
A statement from Unilever said: “Unilever is in conversation with the ACM about sustainability claims and the interpretation of upcoming EU legislation.
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By GlobalData“It is also worth noting that we had already started making changes to our packaging well before we entered into discussions with the ACM. Changing claims is a process that takes months.”
The ACM added that some packaging has already been changed on some of Unilever’s products, such as its Calvé peanut butter.
Edwin van Houten, director of ACM’s consumer department, said: “We had previously announced an investigation into the sustainability claims in the food sector.
“After the Dutch Consumers’ Association had contacted us, we got in touch with Unilever.
“We’re glad that Unilever will stop using vague and general sustainability claims that are unclear to consumers.”
He added: “ACM welcomes the sustainability efforts of businesses as well as honest communication about such efforts.”
It comes as last month, the ACM launched an investigation into the price of grocery products in the country’s supermarkets.
In a statement at the time, it said the probe was prompted by claims the prices of “certain food products” are higher than in unspecified “neighbouring countries”.
