Vanilla Ice Cream Case Study

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It is the age of savvy and health conscious consumers who like to scrutinize a label before bagging any food product. A consumer may check the label for ingredients, nutritional information, presence of allergens, vegan/vegetarian/non vegetarian additives, GM ingredients, natural or organic derivatives etc. Label of a product is guided by regulatory requirements of a country and contains all the relevant information to aid a consumer in making an informed purchase decision. In India, the FMCG market has been flooded with overwhelming number of products, each endorsed by a bigger celebrity than the other. To avoid misbranding and promote transparency, FSSAI regulations have set requirements for text, graphics and other nuances of a label. …show more content…

We purchase vanilla ice cream from various local and international brands and often witness massive disparity in the prices. Apart from brand value, the difference in costing is often due to the quality and identity of ingredients. Natural vanilla is an expensive commodity when compared to synthetic vanilla. When a tub of ice cream reads “Vanilla ice cream”, it means natural vanilla from vanilla beans has been used to flavor the product. “Vanilla flavored ice cream” uses vanillin compound extracted from natural vanilla while “Artificially flavored vanilla ice cream” uses synthetic vanilla flavoring …show more content…

INS is an additive numbering system of codex while E is of European food authority. Artificial flavors and solvents have E numbers in the range E1500- 1525 while flavor enhancers belong to the E600- E699 group. An added advantage of E number identification is that the identity of the flavoring agent can be investigated from the denoted number. Often source of a flavoring agent is crucial for people avoiding non-vegetarian/non-kosher/non-halal ingredients. An interesting example for this would be additive E631 and E635. Both these flavor enhancers are derived from animal sources and their numeric denotation on a label helps consumers in choosing products in sync with their dietary

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