Nowadays, the processes of production and of labelling of products in general and in particular of food products encourage consumers to make the so-called “healthy choices”, i.e. to choose those products, which positively affect the health and safety of consumers. The provision of exact and proper information about the products serves as a main tool for the achievement of such a choice. Product labelling has a long tradition in the European Union and reaches back to the first cases on consumer protection, where the CJEU was dealing precisely with the labelling of products and the violation of the fundamental freedom of free movement of goods. In famous cases such as Cassis de Dijon and Brasserie du Pêcheur, the CJEU ruled on the barriers to the internal market created by German laws on the production and the content of alcoholic beverages that allegedly protected consumer interests. Over the years, the EU legislator has adopted more than 80 measures of both voluntary and mandatory nature, which regulate the labelling of products. Despite these facts, even today we are faced with cases in which EU consumers are discriminated by the production and placing on the market of products of dual quality. Numerous research studies pursued by Member States have proven that lower quality products are offered on the markets of EU Member States in Central and Eastern Europe. This revelation has not only significantly undermined the confidence of consumers towards traders, but also regarding the regulation of this subject matter at the Union’s level. The authors of this paper are investigating the matter of dual quality products (in particular food products) in Croatia and other Member States of the EU and critically observing the measures which the Union’s institutions propose in order to restore consumers’ trust and confidence.