Advertising wordage #ingredients #butter #palmoil #clover

The subtleties of wording on our food packaging can be very interesting

Take the Clover butter spread I looked at in the supermarket today. Their packaging proudly states Simply Made With Buttermilk. Now at first glance one might be tempted to assume that buttermilk was the primary ingredient.

But here’s the thing. ‘Made with’ and ‘Made from’ are not the same thing at all.

The ingredients are listed online as follows:

Clover:

• Vegetable Oils in varying proportions (Sustainable Palm oil, Rapeseed)
• Buttermilk (20%) 
• Water, Salt, Natural Flavourings, Colour (Carotenes)

Clover Light:

• Vegetable Oils in varying proportions (Sustainable Palm oil, Rapeseed)
• Buttermilk (40%)
• Water; Salt; Acid (Lactic Acid); Natural Flavouring; Colour (Carotenes).

 

I shall leave you all to draw your own conclusions.