Abstract Nutritional claims (NCs) and health claims (HCs) on food products have been introduced as interpretative aids to simplify the information provided on food labelling. However, HCs have been criticised for being unappealing and an information overload on food packages. We aimed to explore whether adding a HC to the associated NC is a good strategy or information overload in a close-to-real non-hypothetical choice experiment with real products and real payments. Consumers’ valuation of two NCs and HCs in breakfast biscuits is measured in two treatments. Treatment A communicates NCs and tests for the external ecological validity of the experiment, while treatment B communicates both, the NC and the associated HC. Results from the willingness to pay estimates showed that consumers are willing to pay premiums for the fat-related HC in addition to the NC while not for the claims related to the fibre content.

中文翻译：

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健康声明是否增加了营养声明的价值？来自早餐饼干的接近真实实验的证据

摘要 食品的营养声明 (NC) 和健康声明 (HC) 已被引入作为解释性辅助工具，以简化食品标签上提供的信息。然而，HCs 因缺乏吸引力和食品包装上的信息过多而受到批评。我们的目的是在接近真实的非假设选择实验中探索将 HC 添加到关联的 NC 是否是一个好的策略或信息过载，该实验使用真实产品和真实支付。消费者对早餐饼干中两种 NCs 和 HCs 的估值是通过两种处理方式来衡量的。处理 A 传达 NC 并测试实验的外部生态有效性，而处理 B 传达 NC 和相关的 HC。