The name of the food

The name tells customers what the food is. Work through three steps. If the law sets a name, use it. Sausage, jam and butter are examples. If it does not, use a customary name that people in the UK understand, such as fish fingers. If there is neither, use a descriptive name that tells customers what the food really is and separates it from similar foods.

A menu name on its own is not enough. 'The Big Sunrise' says nothing. 'The Big Sunrise: bacon and egg roll' tells customers what is in the pack. Include any process that matters, such as 'smoked' in 'smoked salmon'.

Some names come with rules. 'Beef burger' must contain at least 62% beef. 'Economy beef burger' must contain at least 47% beef. You can only call an ingredient 'jam' if it meets the standard for jam. The name must never mislead.