Measuring diet is difficult. This is the first time that brand level foods and nutrient values have been compared with generic food codes to explore the difference this might make to estimated nutrient intakes.

Background Traditional dietary assessment methods lack precision. myfood24 is an online 24-hour dietary assessment tool, aiming to reduce the burden of dietary assessment; providing data entry by participants using automated coding of food items. myfood24 includes a large branded food database.

Objective To assess the effect of using brand level nutrient information compared to generic food codes on estimated nutrient intakes.

Design A 24 hour recall was collected using myfood24, which contains a food and nutrient database of over 40,000 items with both branded and generic foods. Participants freely selected their foods generating the 'free choice recall'. After the online recall was completed, they provided further details of brands consumed. The free choice recalls were recoded forming an 'all branded' and an 'all generic' recall. Estimated nutrient intakes from the three different methods of food coding were compared to assess the impact of brand-level information.

Inclusion Criteria:

• students University of Leeds
• convenience sample of general public
• adults

Exclusion Criteria:

• none defined

In order to reach a broad range of individuals, adult participants from both the University of Leeds and from a convenience sample of members of the public, were invited to participate in the study via email.