Food giant Nestle has been advocating for changes to U.S. food-labelling rules so that ingredient lists use everyday names rather than scientific or technical terms, according to people familiar with the matter. The company says that packaging which lists technical names for ingredients can create a perception among shoppers that products are highly processed or contain unfamiliar substances - even when those ingredients are naturally derived or considered safe by regulators.
Examples cited by Nestle include replacing the technical term "ascorbic acid" with the more commonly recognised "vitamin C" on ingredient declarations, and using "vitamin A" in place of "beta-carotene." A former senior Nestle executive described the current practice in the U.S. as sometimes making products sound like "Frankenstein food," adding that in many cases the ingredients have a "natural word" that consumers know.
Engagement with U.S. officials
Those involved in Nestle's outreach say the company has raised the matter directly with members of Health Secretary Robert F. Kennedy Jr.'s team as part of a review of food-labelling policies under the administration's "Make America Healthy Again" initiative. The lobbying by Nestle on this specific point has not previously been disclosed by the company, the sources said.
How labelling currently works and consumer reactions
Under current U.S. rules, ingredient lists can require technical terminology that may not make the intended use of a substance clear. Industry sources say that unfamiliar or less recognisable terms on packaging can deter shoppers and, in some cases, have pushed firms to reformulate products to remove certain ingredients.
By contrast, labelling approaches in Europe can reflect the intended use of an ingredient. For instance, an item used as an additive might appear as "antioxidant (ascorbic acid)," or be presented as a vitamin such as "ascorbic acid (vitamin C)" or simply as "vitamin C," depending on how it is deployed in the product.
Market research cited by industry players reinforces the commercial importance of clear ingredient lists. A report by Innova Market Insights found that about three-quarters of North American consumers reconsider purchases because of the ingredients listed on packaging. The report also noted that most consumers look for "real" ingredients and prefer lists that are easy to understand.
Industry response and internal efforts
Nestle's technology chief, Stefan Palzer, confirmed that the company is lobbying through trade associations to simplify labels and reduce complexity in ingredient listings. He said the effort is challenging but that the company attempts to remove ingredients that consumers do not understand where possible, while maintaining safety, quality and functionality.
Palzer added that consumers globally show a preference for ingredients that appear "familiar" and for products that carry "labels they understand." The push to simplify labelling sits alongside broader commercial moves: food firms have invested heavily to eliminate artificial colours, preservatives and additives as shoppers shift toward products featuring shorter, more recognisable ingredient lists.
Some retailers have acted on that trend. For example, Germany's Aldi has removed dozens of ingredients from items it sells so shoppers can feel more confident about their purchases, according to sources quoted by industry participants.
Industry groups and concerns
Nestle's lobbying effort forms part of wider industry activity to address consumer unease about ingredient names on labels. Industry groups such as the Americans for Ingredient Transparency coalition and the International Food Additives Council contend that technical ingredient names can unfairly stigmatise widely used, regulatorily accepted substances.
Those industry groups include members from major food and consumer companies, among them Nestle, Coca-Cola, PepsiCo and Cargill.
Regulatory and public health perspectives
A spokesperson for the U.S. Department of Health and Human Services said the department continues to engage with stakeholders across the food industry on ways to help Americans make informed choices about the foods they purchase and consume.
At the same time, some public health advocates warn that replacing scientific terms with less technical language could be misleading and make it easier for large food companies to obscure the presence of additives in their products. That concern underscores a tension between consumer preferences for simpler labels and public health calls for transparency about ingredient content.
What Nestle has said internally
According to a former senior Nestle executive, the Swiss firm has discussed specific ingredient names with U.S. authorities while pursuing a broader agenda to phase out artificial ingredients from its foods. In some cases, Nestle has suggested simplifying terms for ingredients it plans to retain in products.
Overall, Nestle's engagement on labelling is presented by the company as an attempt to align regulatory practice with consumer expectations for clarity, while balancing safety and product performance considerations.