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Objective To provide data on the consistency of recommended serving sizes of single bars and bags of chocolate confectionery products sold in UK supermarkets, in terms of weight and energy content. Methods Data were obtained from supermarket websites on the weight, calorific content and recommended serving size of all products classified as single bars or bags of chocolate confectionery products in at least two of the three supermarkets with the largest share of the grocery market in the United Kingdom. Results The number of servings per product varies from 1 to 3. Recommended serving sizes vary widely in terms of weight and energy content (ranges 18-83.4g and 88-265kcal respectively). Recommended serving sizes vary even between identical products sold in different size packages. Conclusions There is potential for consumer confusion over a reasonable serving size of chocolate products, especially in the wider nutritional context of well-described portion sizes for food categories such as fruit. Alternatively, the inconsistency may derive from a reasonable attempt to make front-of-pack labelling easy for consumers to understand by using intuitive fractions of the contents. An observational study of practice among food manufacturers in defining serving sizes of chocolate confectionery products sold in UK supermarkets. DOI : 10.14302/issn.2379-7835.ijn-15-880 Corresponding author: Simon J Howard, MBBS MSc MFPH, Specialty Registrar in Public Health, Health Education North East, Waterfront 4, Goldcrest Way, Newburn Riverside, Newcastle upon Tyne, NE15 8NY, email: simonhoward@nhs.net Short title: Recommended serving size of chocolate confectionery products in the UK Received Dec 11, 2015; Accepted Jan 04, 2016; Published Jan 06, 2016; Freely Available Online www.openaccesspub.org | IJN CC-license DOI : 10.14302/issn.2379-7835.ijn-15-880 Vol-1 Issue 4 Pg. no. 2 Introduction Front-of-pack nutritional labelling of food has long been focus of public health discussion and research in the UK and elsewhere, especially in the context of recent increases in prevalence of obesity in much of the Western world. Consumer preferences for the exact format of front-of-pack labels have been explored in detail elsewhere in the literature. 1,2,3,4 The system of labelling currently recommended by the UK Department of Health includes showing figures including energy content on the front-of-pack label based on manufacturer-recommended serving sizes. Manufacturers’ current practice with regard to defining serving sizes has not previously been explored in published literature, yet under this guidance, serving size has a considerable impact on the front-of-pack nutritional information presented to consumers. This small study aims to provide some data in this field. Pragmatically, the study was limited to a single food product category. The category was chosen based on the author’s personal interest: reflecting on personal consumption habits, the author noted that chocolate bars of similar dimensions have different serving sizes recommended by the manufacturer, despite the author considering and consuming them as single servings. Hence, this study presents systematically collected data on the serving sizes recommended by manufactures of chocolate products in the UK in terms of serving weight and energy content.

An Observational Study Of Practice Among Food Manufacturers In Defining Serving Sizes Of Chocolate Confectionery Products Sold In UK Supermarkets