The traffic light labelling approach is straightforward and easy to use with a red light meaning the product is high in fat/saturated fat/sugar/salt, an amber light meaning medium and a green light meaning low.
A recent Agency tracking survey shows that shoppers clearly understand this approach – 76% of those asked interpreted a red light on a product as meaning the food is high in something we should be trying to cut down or keeping an eye on – only 16% interpreted it as meaning it is unhealthy and shouldn’t be eaten at all.
Traffic light colour-coded labels have been adopted by a range of retailers and manufacturers – who are all keen to show openly and honestly what is contained in their food products, in order to help their customers make healthier choices. Recent adopters of the approach include: Adsa, M&S, Budgens/Londis/ Avondale Foods, Moy Park, Bombay Halwa, Britannia and S&B Herba – these join Sainsbury’s, Waitrose, Co-op, McCains and New Covent Garden Food Co, who have all been using colour-coded schemes for some time.
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