The objectives of this project are to determine how health-related symbols and claims, in their context, are understood by consumers, and how they affect purchasing and consumption, taking into account both individual differences in needs and wants and country-specific differences with regards to use of health claims and symbols. Guidelines will be developed for EU policy directed towards health-related symbols and claims, and a set of methods will be developed that can be used by policy-makers and industry to assess the effects of health claims and symbols as these appear on the market. The project will draw heavily on the involvement of stakeholders from the whole food sector to ensure results with high practical relevance