Food companies have responded to the drive for healthy eating from consumers and are now producing a substantial range of additive-free food, according to market research.

One in four food products introduced last year claims to be “additive and preservative free” and the claim has overtaken “low fat” as the new health mantra.

Figures from a new products database for consumer analysts Mintel show that so far this year 1,000 new items claiming to be additive-free have hit the supermarket shelves and the trend is expected to continue. Last year there were just 800 items.

David Jago, Mintel spokesman, said: “Manufacturers are tapping into the nation’s growing desire for a more natural lifestyle, as consumers take greater interest in what really goes into their food.”

The findings are released on the eve of a board meeting of the Food Standards Agency which is to discuss a recent study showing the potential links between food colourants and hyperactivity in children. The agency has already changed its advice to parents and said that youngsters showing signs of hyperactive behaviour should avoid seven additives found in some sweets, drinks, desserts, cakes and biscuits. These are: E102 tartrazine; E104 quinoline yellow; E110 sunset yellow; E122 carmoisine; ponceau 4R; E129 allura red and E211 sodium benzoate.

Food campaigners believe the FSA should have banned the additives outright from British food and have urged parents to keep products with these additives away from their children.

They are concerned about how children can avoid the additives when many confectionery items are sold loose without ingredient information on labels.

The FSA has referred the matter to the European Commission but tomorrow’s board may decide to adopt a tougher stance.

The watchdog has limited discretion to take unilateral action in the EU if new information casts doubts on the safety of permitted additives. If it wishes to take a tougher approach, Britain can tell the Commission that a particular additive “endangers human health” and submit detailed reasons and evidence to support the view.

A temporary ban on, or withdrawal from sale of, goods with these additives could then be imposed while the Commission deliberates whether or not to amend EU legislation. A permanent ban requires the Commission’s approval.

Another possible route would be for the Health Secretary to ask the Commission to take emergency measures where a food “is likely to constitute a serious risk to human health”. If the Commission fails to take action the Government can adopt interim protective measures under section 13 of the Food Safety Act. This gives the Health Secretary the power to make an emergency control order where there is “imminent risk of injury to health.” It is also open to companies themselves to remove or recall a product from sale if they suspect a food is unsafe.

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