What’s in That Mooncake? China Says “Zero” Labels Must Mean Something
From bird’s nest mooncakes with no bird’s nest to “zero additives” soy sauce, vague food labels in China have long made health promises the ingredients don’t fully support.
Now, a new national standard issued this week aims to clean that up, banning misleading buzzwords and requiring actual ingredient content to match what’s on the front of the package.
As health awareness grows, so does demand for “clean label products” — but many brands have capitalized on that trend with vague or deceptive claims that don’t reflect the product’s actual nutritional content.
“Zero additives” branding, in particular, has become a popular tactic for targeting health-conscious consumers seeking to avoid food additives, excess sugar, and trans fats. Experts say the move is part of a broader push to curb rising rates of obesity, diabetes, and other diet-related chronic illnesses in China.
Issued by the National Health Commission and the State Administration for Market Regulation, the regulation also requires that any ingredient highlighted in a product’s name must be clearly quantified on the label. For example, a bird’s nest mooncake must indicate how much bird’s nest — a delicacy in China — it contains.
The updated standard includes a two-year transition period. Once in effect, companies and individuals found in violation could face fines, license revocation, or in severe cases, life imprisonment.
Public enthusiasm for “clean label” products has soared in recent years. A 2020 consumer survey by the China Food Industry Association found that more than 70% of respondents actively avoid food additives, while over 80% prefer products labeled “no additives” or “zero additives.” More than 60% believe such products are healthier than their counterparts.
The trend has fueled a wave of “zero” marketing, including dairy products boasting “0 flavors, 0 colorants, 0 sucrose, and 0 pectin,” as well as drinks claiming “0 sugar, 0 fat, 0 calories.” According to retail data firm Foodtalks, the number of condiment products labeled “zero additives” jumped from just over 300 in the second quarter of 2022 to more than 800 by the end of 2024 — a nearly 200% increase.
On major short-video platforms, seven of the 10 best-selling breads are marketed as “zero trans fat,” with each selling more than a million units.
However, an expert from the National Center for Food Safety Risk Assessment told domestic media that “no additives” often refers only to the production process and doesn’t necessarily reflect what’s in the final product.
“For example,” the expert said, “a fruit juice labeled ‘no added sucrose’ may still contain high levels of natural sugars. That doesn’t make it sugar-free — and it can easily mislead consumers.”
Terms like “zero sugar” can also be misunderstood. Legally, the label may apply as long as the sugar content stays below a certain threshold, even if sugar substitutes are used.
“This new standard addresses an urgent need to regulate misleading labeling and provides companies with clearer marketing guidelines,” food industry analyst Zhu Danpeng told Sixth Tone. “It also protects consumer rights while setting a direction for future product innovation.”
As of Friday, the policy had drawn more than 28 million views on microblogging platform Weibo. Many praised the move for cracking down on marketing gimmicks, while others called for stricter production oversight and clearer guidance on how existing product labels will be addressed.
In March, domestic media reported that out of 13 soy sauce brands claiming to have “zero additives,” 12 were found to contain trace amounts of cadmium, a nonessential and toxic heavy metal. One brand, “Qianhe 0,” drew widespread scrutiny after consumers discovered that the “0” in its name was part of a registered trademark — not a claim about additives.
The company later clarified that the label referred to its “zero additives” product line and said its products contain no additives beyond essential raw ingredients. Local media reported that the brand passed regulatory inspections.
Editor: Apurva.
(Header image: VCG)
