WASHINGTON, D.C. — Soon, consumers in Canada and the United States will be able to gauge how much of the cholesterol-boosting, artery-clogging trans fats are in foods on grocery shelves.
Labeling regulations in both countries are changing to require manufacturers to measure and list the proportion of trans fats in foods.
But the president of the Institute of Shortening and Edible Oils said he thinks non-hydrogenated canola oil will be a strong competitor to other oils under the new labeling rules.
“In the whole scheme of things, I think canola oil is positioned well currently, and in the future,” said Robert Reeves at the recent annual meeting of the Canola Council of Canada.
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“Given the (labeling) proposals, you’re sitting very nicely,” Reeves said.
In Canada, makers of non-hydrogenated canola oil will be able to claim it is low in saturated fat and free of trans fat, as well as a source of omega-3 fatty acids.
Soybean oil will meet the same standards, said Reeves, noting makers will also be able to claim the oil is a source of omega-6 fatty acids.
Sunflower oil manufacturers can say their product is a source of omega-6 fatty acids, and low in both types of fats while makers of olive oil will only be able to claim it is low in saturated and trans fats
Under new rules in the U.S., manufacturers of non-hydrogenated canola oil will be able to claim on labels that the oil is low in saturated fat.
The oil will not fall into the trans fat-free claim, said Reeves. But neither will soybean oil, olive oil, sunflower oil or butter.
However, when the oils are diluted as ingredients in products, they may be able to meet the requirements of the trans fat-free claim, he said.
Reeves doesn’t think the addition of trans fat content will make a major difference to market share among oils or products. While consumers claim to look at the nutritional labels on food, many lack knowledge about how to analyze and use the information, he said.
The big factor in market share will continue to be how well companies market their products, Reeves said.
As soon as one company finds ways to lower the level of fats in a product, competitors rush to follow.
“The competition is going to be the key factor here, more so than the content of the (labeling) regulation.”
The Canadian proposal, made in October, calls for trans fats to be listed as a separate line on the nutritional label, under saturated fat content.
