Definition: Means an ingredient or a category of ingredients of the food that: (a) is mentioned in the name of the food; or (b) is usually associated with the name of the food by a consumer; or (c) is emphasised on the label of the food in words, pictures or graphics. Despite subsection (1), any of the following is not a characterising ingredient: (a) an ingredient or category of ingredients that is used in small amounts to flavour the food; (b) an ingredient or category of ingredients that comprises the whole of the food; (c) an ingredient or category of ingredients that is mentioned in the name of the food but which is not such as to govern the choice of the consumer, because the variation in the amount is not essential to characterise the food, or does not distinguish the food from similar foods. Compliance with labelling requirements elsewhere in this Code does not of itself constitute emphasis for the purposes of this section.
As per: FSANZ