Food Quantitative Ingredient Declaration (QUID): A Quick Guide to Malaysia's 2024 New Rules

QUID (Quantitative Ingredient Declaration) is one of the highlights of Malaysia's 2024 new food labelling rules. In one sentence first: whenever you "emphasise" an ingredient on the packaging, you generally have to declare its percentage. FSQD requires certain products to declare the percentage of an emphasised ingredient, effective from 1 January 2024. This article gives a quick guide to what QUID is, when it is required, how to declare it, and how it differs from nutrition labelling. (For the food labelling overview, see the Complete Guide to Malaysia Food Labelling Regulations.)

What is QUID?

QUID = Quantitative Ingredient Declaration, meaning declaring the content percentage of a specific ingredient on the label, so consumers know "how much of the headline ingredient there actually is." For example, if a "strawberry yoghurt" headlines strawberry on the packaging, it must let consumers see what percentage the strawberry makes up, rather than just printing a tempting strawberry image while the actual amount is pitifully small. The spirit of QUID is to prevent the gap between "lavish words and images, skeletal content."

When is QUID required?

The key to the judgment is: has this ingredient been "emphasised"? There are three common ways of emphasising:

• The ingredient name appears in the product name: for example "honey lemon" or "chocolate biscuits" — honey and chocolate are the emphasised ingredients.
• Emphasised by an image: the packaging prints a picture of the ingredient (such as a whole strawberry or a close-up of nuts).
• Emphasised by prominent text: highlighting an ingredient with large type, colour blocks or a slogan.

Whenever any of the above emphasis applies, you generally must declare that ingredient's percentage. FSQD's 2024 new rules have expanded the related requirements; confirm the applicable products and details against the official text.

How to declare?

The method is to declare the percentage directly after that ingredient in the ingredient list, for example "strawberry (15%)"; or to present the ingredient's content at an appropriate place on the label. There is only one core discipline: the declared percentage must match the actual formula. If a formula adjustment changes the ratio, the label must be updated in sync — consistent with the figure-accuracy requirement of nutrition labelling; after an ingredient change, everything must be re-checked.

Don't confuse QUID with nutrition labelling

QUID is often mistaken for part of nutrition labelling, but they are in fact two different requirements that may apply to the same product at once:

For example, a "high-protein peanut bar" may need both the QUID percentage for peanuts and the 6-nutrient nutrition labelling — neither can be omitted. And wording like "high protein" that emphasises a nutrient also falls under the threshold rules of nutrition claims vs health claims — that is, a single marketing slogan often triggers all three requirements of QUID, nutrition labelling and claims at once, so they must be assessed together when designing packaging.

Why is FSQD pushing QUID?

The policy intent of QUID is to protect the consumer's right to know. A common past dispute: the packaging shows a plump piece of fruit and a large ingredient name, while the actual content is so low it can barely be tasted. QUID requires the true ratio of the "emphasised ingredient" to be put in the sunlight, aligning "headline" with "actual" and reducing misleading. For brands this is also a discipline — what you dare to emphasise on the packaging, you must dare to declare the true ratio of. Conversely, if an ingredient's content is low and you don't want to declare a percentage, the choice is simply not to deliberately emphasise it in the product name, image or text.

Common mistakes

• Thinking QUID is required only when the product name states it, overlooking that "image emphasis" also triggers QUID.
• The declared percentage is a marketing ideal figure that does not match the actual formula.
• Continuing to use pre-2024 old packaging, not updated to the new rules.

Frequently asked questions (FAQ)

Q: Does every ingredient need a percentage declared? No. Usually only the emphasised ingredient needs QUID; other ordinary ingredients need only be listed in descending order of weight.

Q: What about old packaging printed before 2024? It must be updated per the new rules' transitional provisions; it is best to confirm early whether your product is affected, to avoid stock packaging becoming non-compliant.

Q: Can QUID and nutrition labelling be combined in the same box? They are different requirements. Nutrients go in the nutrition information table, while ingredient percentages are declared after the corresponding ingredient in the ingredient list — don't mix them up.

Q: Does the percentage need to be precise to the decimal point? The key is that it matches the actual formula and is verifiable; the actual presentation is subject to the official text — never declare a figure that does not match the formula.

Self-check checklist

• [ ] Inventoried all ingredients emphasised in the product name, image and text.
• [ ] Every emphasised ingredient has a percentage declared that matches the formula.
• [ ] The percentage is consistent with the latest formula and has been updated after any ingredient change.
• [ ] QUID and nutrition labelling have been distinguished, with each in place.
• [ ] Old packaging has been reviewed per the 2024 new rules' transitional provisions.

Summary

QUID comes down to one line: an emphasised ingredient must have a percentage declared that matches the actual formula — the core of the 2024 new rules. Build the "emphasise → declare percentage" reflex, and you won't step on a landmine when changing packaging.

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This article is compiled from official regulations and is for reference only; actual compliance is subject to the latest official text and review by the competent authority.