Coconuts causing confusion

By Nicholas Robinson

- Last updated on GMT

Debate is raging over coconut oil labelling in the UK
Debate is raging over coconut oil labelling in the UK

Related tags Marketing

Consumers are being “misled” by gimmicky and inaccurate coconut oil marketing, claims the Coconoil brand founder Garry Stiven.

A recent rise in coconut oil popularity has led to the launch of numerous new brands, which were using confusing and misleading terminology, said Stiven.

Many products were being labelled with the terms “extra” ​and “virgin”​ with no foundation for use, he said. “‘Extra’ in coconut oil terms doesn’t mean anything and there is no foundation for its use.”


When used to label olive oil, the word “extra”​ denotes that a product had been made to a certain standard and by using a specific manufacturing process, he added. However, the term was regulated and only applied to products that had met a certain standard.

“No such standard exists for coconut oil and brands are using it as a marketing gimmick,”​ claimed Stiven.

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So what?

Posted by Sarah,

I read this and I ask "so what"? If manufacturers are using the term to clarify that the product is unprocessed or cold pressed or orgnaic, I will buy the product. I don't think its misleading and I don't think it means other brands are inferior to his.

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Give us more

Posted by Tom,

Perhaps the author could have named names, discussed the pertinent legislation regarding labeling, mention possible solutions, etc. This article was lacking detail(s).

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