More countries, more impact: Safe2Eat expands in 2025

What’s for dinner—and is it safe? That’s the question at the heart of the European Safe2Eat campaign. Its mission: to equip consumers with clear, science-based facts on food safety. In 2025, the initiative by EFSA and its national partners will expand to 23 countries—five more than last year. The goal remains unchanged: helping consumers make food choices with confidence.

Greater impact than in 2024

The 2024 edition made a record-breaking impact. According to an Ipsos survey conducted in December, Safe2Eat reached over 45% of its target audience—up from 19% in 2023. Through social media, influencer partnerships and targeted media efforts, the campaign engaged more than 50 million Europeans. The campaign influenced consumer behaviour: those familiar with Safe2Eat were more likely to consider food safety when shopping. Many also found the information less technical and felt better informed about how to prevent food-related risks.

Five new countries join in

In 2025, the campaign will roll out across 23 countries. New participants include Finland, Greece and Luxembourg. This broader reach helps to further strengthen visibility and engagement. The campaign delivers accessible content tailored to different audiences and cultural contexts.

Clear information on food safety

EFSA’s Acting Executive Director Bernhard Url highlights the importance of clear communication: “The Safe2Eat campaign bridges the gap between food safety science and everyday decisions, providing clear and practical information that supports consumer confidence.” With the 2025 expansion, EFSA aims to ensure that every European citizen has access to reliable, science-backed food safety information.

Efsa.com