Green packaging in the supermarket: deception or real sustainability?

Green packaging in the supermarket: deception or real sustainability?

Consumers are increasingly facing the challenge of distinguishing between authentically sustainable and misleadingly advertised food. A current example is Ferrero's "Plant-Based Nutella", which has been on the market since January 2025. This vegan variant, which is highlighted by a green lid, gives the impression that it is healthier and more environmentally friendly. But the reality looks different, as Merkur reported.

The investigation of the SWR TV format Marktcheck has shown that consumers often assume that green packaging would be equivalent to a healthier or more sustainable choice. This perception is the result of psychological tricks by the manufacturers. Food technologist Stephan Lück explains that the new Nutella variant deviates in terms of taste but still contains palm fat, an ingredient that is criticized because it is potentially unhealthy and can form carcinogenic fatty acid esters in the event of heavy heating.

packaging design and consumer psychology

Green packaging has become more important in recent decades. They suggest health and environmentally conscious action. Manufacturers specifically use marketing strategies to present products in this visually appealing robe. The design of "Plant-Based Nutella"-with a green lid and leaf motifs-is also to be understood as a strategic measure in order to give buyers a clear conscience. Studies show that up to two thirds of the purchase decisions are influenced by emotions, with colors playing a crucial role.

The nutritional values ​​of the "Plant-Based Nutella" are remarkable. With a 350 gram glass, it contains almost 160 grams of sugar and 112 grams of fat. Despite the claims of Ferrero, the palm oil comes from the absorption and exploitation-free source, the product is viewed critically by environmental organizations. These complain that even certified palm oil is often associated with human rights violations and rainforest destruction.

Criticism of "Plant-Based Nutella" and other products

The pricing of the "Plant-Based Nutella" further increases the criticism. With a price increase of around 40 percent compared to the original version, there is no detectable added value for buyers. Lück emphasizes that the differences between the variants are minimal. In addition, there are other products with green packaging, such as the “Obsits” by Alete, which are advertised as “sugar -free”, but determine that they contain almost 70 percent sugar from fruit puree.

consumers should make sure to check the ingredients and nutritional information regardless of the packaging. At a time when marketing strategies are becoming more and more sophisticated, it is important to be aware that the first impression can often be deceptive through packaging design. The color green, once a symbol of naturalness, is increasingly used by many companies as an effective means to control the buying behavior.

like SWR should not only focus on the packaging, but should also be on the packaging, but also alternative sources for information about quality and sustainability in the food industries follow up.

For detailed information and analyzes, interested further findings can be found on catch up.