Navigating the Regulatory Maze
Supporting Food Startups in Designing Compliant and Consumer-Centered Packaging
M. Kim (TU Delft - Industrial Design Engineering)
H.N.J. Schifferstein – Graduation committee member (TU Delft - Industrial Design Engineering)
Fernando Del Caro Secomandi – Graduation committee member (TU Delft - Industrial Design Engineering)
Lieke Beelen – Mentor
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Abstract
Food labeling regulations are intended to protect consumers and support informed decision-making. However, unhealthy products continue to dominate supermarket shelves and misleading packaging persists, while the complexity of food labeling legislation creates significant challenges for businesses, especially food startups.
This project investigates how food startups can be better supported in navigating EU food labeling regulations while designing packaging that communicates clearly and enables informed consumer choice. The project applies Frame Innovation to understand the current regulatory landscape, identify underlying tensions, and explore the needs of stakeholders. From these insights, themes and frames emerged that reframed the problem and led to future scenarios and potential interventions.
The resulting intervention is the Food Labeling Navigator, a guidance tool that translates regulations into practical guidance through plain-language explanations, annotated packaging examples, and consumer insights. To move from concept to implementation, a three-stage roadmap is proposed. The first stage focuses on developing a publicly available resource covering mandatory labeling requirements and nutrition claims. Later stages expand the navigator through partnerships with legal experts, broader regulatory scope, and personalized guidance based on product formulations.
The Food Labeling Navigator is not intended to replace legal expertise or simplify the regulatory framework. Rather, it lowers the barrier to entry for early-stage food startups to create packaging the enables informed packaging decisions and clearer communication with consumers. As part of a broader food innovation ecosystem, the navigator contributes to a healthier, more transparent, and more accessible food system.