The major supermarket chains have been accused of using clever labels to sell their products, which the brands have said is in line with consumer demands.
But the use of ‘soporific’ and ‘satisfactory’ on the labels is a new trend that is being seen in other retail and food-service businesses, with retailers including Whole Foods and Burger King all offering the same, or at least slightly different, versions of the labels.
The trend, first identified by Food and Wine magazine in October, has become more widespread as consumers increasingly see food labels as a way to ensure they are getting the best possible value for money.
While the labels are still being used to sell products such as fruit, cereals, vegetables and snacks, the trend is being noticed by some businesses.
Some are even using labels as marketing tools.
The Australian Coffee and Tea Association said it had been trying to convince customers to buy a coffee-flavored drink, which is made with a blend of roasted and filtered coffee beans, with the label reading: “Made from a single roasted coffee bean.”
In February, Starbucks Australia said it would stop using the “sophismatic” label because it was being used for products not currently available in Australia.
The company has since changed its name to Starbucks Coffee, which was introduced in Australia in 2008.
The latest trend has been welcomed by food and beverage companies who say it will make it easier for consumers to find the best value for their money.
“I think consumers want better products, they want to know what they’re getting, so I think that’s why you’re seeing a lot of innovation around it,” said Anna Beddoes from Australian Pizzeria, which has been selling organic food for a decade.
“Sophistication is part of it and we’re all trying to find ways of doing it, but it’s also about consumer demand, because consumers want it to be as good as it possibly can be.”
“I’ve been using the brand ‘organic’, and we’ve had the best customer service in the industry.”
Organic foods are a trend gaining traction in Australia and around the world, with consumer awareness of the benefits of better food.
“When you see consumers are using this technology, it’s really encouraging,” said Ms Beddoe.
The ABC contacted the major supermarkets for comment and will update this article if we receive one.