DISCUSSION

Simplifying Front Of Pack Information

October 31, 2012Written by RetailWire Staff

After years of debate in Britain about the pros and cons of various front of pack labeling schemes, numerous research studies and focus group discussions, a decision seems to have been made. Consensus has by no means been reached but retailers have fallen into line and the government has finally taken a stand. By Summer 2013, it is intended that packs will have "consistent visuals" showing levels of fat, saturated fat, salt and sugar as well as calorie content.

Campaigners favoring the new system claim it will help people more easily make informed decisions, simply by looking at the colors of the packs in their shopping baskets. Proponents insist the system provides information consumers can accept or reject; opponents say regulations "undermine individual responsibility."

Joanna Blythman explained in The Daily Mail why she thought traffic lights would be more complicated, not less. Dairy products and nuts, she says, would get red lights because of their fat content; dried fruit because of sugar. Diet sodas could get green lights because they are low-sugar and snacks such as popcorn "because it's mainly air." Livestock farmers may share her feelings when they see what they have worked so hard to produce labeled "unhealthy". The real problem, she believes, is that the system is not just simple but "simplistic, and therefore, potentially, highly misleading."

The final decision was made after the country's Big Four supermarkets — Sainsbury's, Tesco, Asda and Morrisons — agreed to use the system. Sainsbury's has been using a combination of traffic lights and Guideline Daily Amounts (GDAs) since 2005. As The Independent reported, Tesco and Morrisons had rejected the system, claiming it would "demonize" certain foods but have now conceded, possibly because of government pressure.

Endorsing food industry objections, foodanddrinkeurope.com highlighted fears that cheese, full-fat milk, sausages and bacon could be perceived as junk food without nutritional value with hybrid labels not emphasising their role in "a healthy balanced diet."

Along with Kelloggs and other manufacturers, Nestlé plans to continue using guideline daily amounts, according to The Financial Times, because traffic lights focus "only on negative aspects of nutrients and do not offer sufficient factual information."

Final appearance is still being considered; The Grocer reports the Food & Drink Federation (FDF) saying "it was 'actively engaged' in negotiations on what the new system will look like."

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