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Labelling of meat products research
Project Code: XA0607
Qualitative research was commissioned to explore consumers’ understanding of the nature of minced meat and their requirements or preferences for labelling and descriptors, in particular exploring the terms ’lean’ and ’extra lean’.
Recent omnibus research has indicated that fat content, or ‘leanness’, is the most important consideration for people when they buy minced meat, and that over two thirds of people pay attention to packaging descriptions such as ‘lean’ or ‘extra lean’ at least some of the time.
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