A Guide to

Retail Food
Labelling
This guide explains the labelling information you must provide to
customers about your retail food and drinks.

What is a food label? Who is this guide for?

Food labels tell consumers important information about

the food or drink they are consuming – to help them
know which food and drink is right for them, and if it
is safe for them to eat/drink. There are rules for what
information must go on these labels.
Importers Packers
You bring packaged food You pack or re-pack
Purpose of this guide into New Zealand intended food for retail sale
This guide will help you get your food label right. for sale to consumers
You must label your food so it meets the rules of the
Australia New Zealand Food Standards Code (the Code).
Your product could be recalled or you could be fined if
you get this wrong. If your food doesn’t need a label,
this guide lets you know how you can share product
information to consumers in other ways. Manufacturers Caterers/
You make and food service
sell packaged businesses
food intended for You serve food to
Product labelling under consumers consumers
previous allergen labelling rules
Any food packaged and labelled before
25 February 2024 under the previous allergen
labelling rules may be sold for a further
2 years (25 February 2026).
Retailers Brand owners
You sell pre-packaged You are responsible
food to consumers for the food, but
don’t manufacture it

1
FEBRUARY 2024 THIS GUIDE IS NOT LEGAL ADVICE V2
How to use this guide
There are 4 parts to this guide:

1. Does my food need a label?

Find out how to provide information about your food.

2. Labelling requirements
What needs to go on your label.
• Section A: What goes on your label
• Section B: Food that doesn’t need a label

3. The checklist
Make sure you’ve got the main parts covered, so you
meet the rules in the Code.

• Section A: Labelling food for retail

• Section B: Food that does not need a label

4. Extra information
? This guide only covers the basics, so you may need
further help to label your food.

2
 1.

Does my food need a label?

Is the food for retail sale? NO See ‘A Guide to Labelling Food Sold to
Caterers/Food Service Businesses’ or

‘A guide to labelling food supplied to a

YES
food manufacturer or processor’

Is the food in a package? NO

YES

See Section B: Food that doesn’t

YES
Is the food one of these? require a label (page 8)

• made and packaged at the same

place it is sold e.g. in-store
bakery products

• packaged in front of the

customer e.g. supermarket deli See Section A: Labelling of food for
NO
retail (page 4)
• displayed in a cabinet, where
the retailer serves the food to
customers

• whole or cut fresh fruit and

vegetables (excluding sprouts) in
a clear pack e.g. bag of apples
Advertising food: If you aren’t allowed
• delivered ready for consumption
to put something on your label, you can’t
e.g. pizza delivery
put this in any advertising. This includes
• sold at a fundraising event e.g. pictures, words, and any other information
school gala in print or online (including websites).

3
 2.
Section A:

What goes on your label

Your food label must:

• Be part of or attached to the package

• Be easy to read

• Be written in English

• Have the right information to meet the rules of

the Code, the Fair Trading Act 1986 and Weights and
Measures Act 1987

Your food label must

clearly have:

A lot/batch identification which enables you

to trace your product if it needs to be recalled.

An accurate name or description of the food.

Some foods (processed meat, honey and
special purpose food) must use the exact
names from the Code.

The name and physical address of your

New Zealand or Australian business.
A PO Box, website or email address by itself is
not enough.

4
 Your food label must
clearly have:

A date mark for foods with a shelf life of less

than 2 years. You need to write this as:

• Use By: If the food must be consumed

before a certain date because it could
make people sick after this, or

• Best Before: If the food declines in quality

but is still safe to be consumed, or

• Bkd On/ Bkd For: only for bread with a

shelf life of less than 7 days.

Health Star Rating

You can choose to put this on
the front of your pack to help 3
H E A LT H S TA R
consumers make informed R AT I N G

decisions. If you do, you must

use the Health Star Rating symbol correctly,
including calculating the number of stars
needed for your food. See the weblinks on
the Extra Information page (page 14).

Alcohol labelling
Alcoholic drinks need the number of standard
drinks, alcohol by volume %Alc/Vol and
pregnancy warning label. Any other food
requires a % Alc/Vol statement when the
alcohol content is more than 1.15% Alc/Vol.
Net contents of food
The net contents of food in appropriate unit of
measure (e.g. kg, g, ml, l) in text size 2 mm or
larger, and be near the name of the food.

Irradiated and genetically modified food:

If any part of your food has been irradiated or
genetically modified you must state this.

5
Your food label must
clearly have:
The following 3 statements, if applicable:
Some ingredients/foods need to be avoided by certain
people (e.g. people with allergies and pregnant
women), or the consumer needs certain information
about the food so they don’t get sick. These are:

• Allergen declaration: Some ingredients can

1.
cause severe allergic reactions for certain
people. See the checklist on page 9 for the
ingredients you have to highlight. These
allergens must be declared in the ingredients
list and in a contains statement.

(a) Ingredients list

○ List your ingredients in descending order.

○ List any food additives you’ve used. There

are rules about how you list these.

○ list any ‘processing aid’ from an allergen

source if used,

○ include the allergens using their required

allergen name (see page 9) in bold.

Some products don’t need an ingredients

list, these are: Packaged water; Standardised
alcoholic beverages; Food in a package with less
than 100 cm2 total surface area.

(b) Contains statement

○ The contains statement must be distinctly

separate but next to (or above or below) the • Warning statement: Only applies to some
2.
ingredients list. food. You must use the exact words outlined in
○ It must start with the word ‘Contains’ and the Code and they must be 3 mm or bigger (or
only list the allergens using their required >1.5 mm for small packages). See the checklist
allergen name* and no other words, on page 10 for food that need a warning
statement.
○ The whole contains statement must
be in bold, in the same font and size as
the required allergen name in the 3.
• Advisory statement: Only applies to some
ingredients list. foods/ingredients. You can choose how to
write your advisory statement, but you must
make it clear why your consumer needs this
Check out ‘Allergen labelling – Knowing what’s
information. See the checklist on page 10 for
in your food and how to label it’ (www.mpi.govt.
foods that need advisory statements.
nz/dmsdocument/50725-Allergen-labelling-
Knowingwhats-in-your-food-and-how-to-label-it) If you have multipack products, these statements
for full details on the rules for declaring allergens. must be included on all layers of packaging. 6
Your food label must
clearly have:

Nutrition content claims and health claims

If you choose to make nutrition content and/or health
claims about your product, you must:
• Check you can make a claim for your product;

• Be able to prove the claim you have made;

• Add the nutrition information for your claim to your

Nutrition Information Panel (NIP). This rule overrides
any exception to having a NIP.

You can find information on how to make a nutrition

claim here. Introduction to health and nutrition content
claims. This can be a complex area of labelling and you
may need to ask an expert.

Nutrition Information Panel (NIP)

• The NIP shows the amount per serving and amount
per 100 g (or 100 ml for liquids).

• There are different types of NIPs. So yours may

look different from this example depending on your
product. As a minimum, you must have all of the
information shown in this example.

Your NIP must meet the rules about layout and content
as stated in the Code. Some products don’t need a NIP,
including:
• Most alcoholic beverages;

• Herbs and spices, tea, and coffee;

• Fresh fruit, vegetables, meat, poultry, and fish;

• Prepacked filled rolls and sandwiches;

• Food in a package with less than 100 cm² total

surface area.

Percentage labelling
If some or all of your food product’s ingredients are
printed on your label (in words, pictures, or graphics),
you must show what percentage of the food is made up
by each of these ingredients.

Any specific food storage instructions/directions for

use to keep food safe to eat for the duration of the shelf
life must be added to the label.

7
 2.
Section B:

Food that doesn’t need a label

These food products for retail sale don’t need labels: Although these foods do not require an attached
label, you will still need to provide information about
• Unpackaged food;
it in other ways. The specific information required will
• Food made and packaged at the same place it is depend on the type of food for sale, and will need to
sold, or food packaged in front of the customer e.g. be:
supermarket deli;
• Displayed in connection with the food e.g. sign near
• Displayed in a cabinet that the seller serves to the food; or
customers;
• Declared or provided to the purchaser verbally or in
• Whole or cut fresh fruit and vegetables (excluding writing; or
sprouts) in a clear pack e.g. a bag of apples;
• In information accompanying the food for sale e.g. a
• Food delivered ready for consumption e.g. pizza flyer; or
delivery;
• Provided to the purchaser on request.
• Food sold at a fundraising event e.g. school gala.
The information required and ways to present it are
provided in the checklist on page 12.

Check out ‘Allergen labelling – Knowing what’s

in your food and how to label it’ (www.mpi.govt.
nz/dmsdocument/50725-Allergen-labelling-
Knowingwhats-in-your-food-and-how-to-label-it)
for full details on the rules for declaring allergens.

Note: The above food products that are sold in a packet are required to state the net contents.

8
 3.
The checklist:
Section A: Labelling food for retail

Complete one checklist per product

Must Depends It’s on Comments

WHAT MUST BE ON LABEL have on the my label If the item is not applicable for your
this product Tick once product, write N/A in the comments box
complete

Name or description of the food

If your food is a processed meat, honey or special purpose food, have

you used the exact name from the Code?

Name and physical address of your New Zealand or Australian business

Lot/batch identification

Date mark for food with a shelf life of less than 2 years:

Which one will be on your product?

Best Before Use By

Bkd On / Bkd For

Storage instructions/directions for use to keep food safe to eat

Allergen declaration. Applies to foods containing (in any form):

crustacean almonds

mollusc Brazil nuts

fish cashews

egg hazelnuts

milk macadamias

sesame seeds pecans

lupin pine nuts

barley** pistachios

oats** walnuts

rye** added sulphites*

wheat*** soybeans

peanuts

Complete the checklist in ‘Allergen labelling – Knowing what’s in your food

and how to label it’ (www.mpi.govt.nz/dmsdocument/50725-Allergen-
labelling-Knowingwhats-in-your-food-and-how-to-label-it)
for full details on the rules for declaring allergens.

* technically an intolerance, but must be declared

**requires gluten in the contains statement
9
***requires wheat and gluten in the contains statement
Section A checklist continued

Must Depends It’s on Comments

have on the my label If the item is not applicable for your
this product Tick once product, write N/A in the comments box
WHAT MUST BE ON LABEL complete

Advisory statement applies to foods containing:

bee pollen and propolis quinine

milk or milk substitutes made food additives with a

from cereal/nuts/seeds known laxative effect
phytosterols or phytostanols aspartame or aspartame-
or their esters acesulphame salt
unpasteurised egg
unpasteurised milk products
products

guarana or caffeine

Warning Statement
Only applies to royal jelly, kava, special purpose food products, foods for
infants and formulated sports foods.

Text 3 mm or bigger (or

Used the exact wording from
>1.5 mm for small
the Code
packages)

Ingredient list:

In descending order

Food additives declared

Exemptions/exceptions

Processing aid of an allergen source

Net contents of food (g, kg, ml or l) in text 2 mm or bigger

Nutrition information panel (NIP):

Amount per serving

Amount per 100 g (or 100 ml for liquids)

Serving per package and serving size

Used the right NIP for your product

Layout from the Code followed

Listed the energy and 6 main nutrient components

Exemptions / exceptions

10
Section A checklist continued

Must Depends It’s on Comments

WHAT MUST BE ON LABEL have on the my label If the item is not applicable for your
this product Tick once product, write N/A in the comments box
complete

Alcohol labelling

Number of standard drinks

Alcohol by volume

Pregnancy warning label

Health Star Rating (this step only applies if you have chosen to include a
health star rating on your product)

Correctly calculated number Used the Health Star

of stars Rating symbol correctly

Your label is easy to read

Your label is in English

11
 3.
The checklist:
Section B: Food that does not need a label

Complete one checklist per product

Must Depends on How this I can provide Comments

have the product information can Tick once If the item is not applicable for
WHAT MUST BE PROVIDED complete your product, write N/A in the
this be provided
comments box

Name or description of the food Information can

be displayed
with the food
If your food is a processed meat, honey or special
OR
purpose food have you used the exact name from
the Code? Provided on
request

Information
should
Storage instructions to keep food safe to eat
unpackaged food
accompany
food

Allergen declaration. applies to foods containing Information can

(in any form): be displayed
with the food
crustacean almonds
OR
mollusc Brazil nuts Provided on
request
fish cashews

egg hazelnuts

milk macadamias

sesame seeds pecans

lupin pine nuts

barley** pistachios

oats** walnuts

rye** added sulphites*

wheat*** soybeans

peanuts

Complete the checklist in Check out ‘Allergen

labelling – Knowing what’s in your food
and how to label it’ (www.mpi.govt.nz/
dmsdocument/50725-Allergen-labelling-
Knowingwhats-in-your-food-and-how-to-label-
it) for full details on the rules for declaring
allergens.

* technically an intolerance, but must be declared

**requires gluten in the contains statement
12
***requires wheat and gluten in the contains statement
Section B checklist continued

Must Depends on How this I can provide Comments

have the product information can Tick once If the item is not applicable for
WHAT MUST BE PROVIDED complete your product, write N/A in the
this be provided
comments box

Advisory statement applies to foods containing: Information can

be displayed
bee pollen and with the food
quinine
propolis
OR
milk or milk
food additives with Provided on
substitutes made request
a known laxative
from cereal/nuts/
effect
seeds

phytosterols or aspartame or
phytostanols or aspartame-
their esters acesulphame salt

unpasteurised milk unpasteurised egg

products products

guarana or caffeine

Warning Statement Information can

only applies to royal jelly, kava, special purpose food be displayed
products, foods for infants and formulated sports with the food
foods:
OR
Used the exact Provided on
wording from the Text 3 mm or bigger request
Code

Information can
unpackaged food be displayed
with the food
or
Percentage labelling
made on site OR
Provided on
request

Information
can accompany
food
Listed irradiated foods
OR
be displayed
with the food

Information
can accompany
unpackaged food
food
Listed GM foods
OR
be displayed
with the food

Information is easy to read

Information is in English

On the packet
Net contents of food (g, kg, ml or l) in text 2 mm packaged food
or bigger
13
 4.
?

Extra Information
This guide only covers the basics, so you may need Nutrient Profiling Scoring Calculator for Glycaemic
further help to label your food. Index and Health Claims
www.foodstandards.gov.au/business/labelling/nutrition-
Specific product labelling guides
health-and-related-claims/nutrient-profiling-scoring-
New Zealand Food Safety has published some ready- criterion
made guidance for labelling specific foods:
• Honey:
Fair Trading Act fact sheet Unsubstantiated
www.mpi.govt.nz/dmsdocument/26491-a-guide- Representations
to-new-zealand-honey-labelling Don’t forget to check your label has the right information
• Alcoholic drinks: to meet Fair Trading Act and Weights and Measures Act
requirements.
www.mpi.govt.nz/dmsdocument/31404-a-guide-
to-alcoholic-drinks-whats-in-them-and-how-to- comcom.govt.nz/__data/assets/pdf_file/0030/89850/
label Unsubstantiated-representations-Fact-sheet-July-2018.pdf

• Hemp seeds in food:

Country of Origin labelling (NZ)
www.mpi.govt.nz/dmsdocument/31608-A-Guide-
comcom.govt.nz/consumers/product-safety-and-
to-Labelling-Food-Containing-Hemp-Seeds
consumer-information-standards/country-of-origin-food-
labelling-guidance

Nutrition Panel Calculator Packaging and/or selling goods by quantity

www.foodstandards.gov.au/business/labelling/nutrition- (Ministry for Business, Innovation & Employment)
panel-calculator
As a packer, manufacturer, importer or retailer your
packaged goods must meet the requirements of the
Health Star Rating Weights and Measures Act 1987.
www.mpi.govt.nz/food-safety/food-safety-for-consumers/ www.trademeasurement.tradingstandards.govt.nz/for-
understanding-food-labels/health-star-ratings/ business/packaging-andor-selling-goods-by-quantity/

Pregnancy Warning Labels Export requirements for food

www.foodstandards.govt.nz/industry/labelling/Pages/ www.mpi.govt.nz/export/food/
pregnancy-warning-labels-downloadable-files.aspx

Country of Origin labelling (for food exported to

Getting Your Claims Right Guidance Australia)
www.foodstandards.gov.au/publications/ www.mpi.govt.nz/dmsdocument/16726/direct
gettingyourclaimsright

If you still need help, we recommend you

Information on the Code
contact a food labelling consultant to help
www.mpi.govt.nz - this includes the health star rating
write your label.
guidance and calculator.
www.mpi.govt.nz/food-business/starting-a-
www.foodstandards.govt.nz
food-business/hiring-a-food-consultant/

Nutrition, health and related claims

For questions about food rules and food safety,
www.foodstandards.govt.nz/consumer/labelling/nutrition
visit www.mpi.govt.nz/food-business, email
14
[email protected] or call 0800 00 83 33.