You may have read in the papers recently that, according to Which? research, the most popular brands of cereal have high levels of sugar. Many of these are targeted at children and beg the question: could front-of-pack (FOP) nutrition signpost labelling help parents make healthier choices for their children? I think it could, and the independent research published this week supports this.
The research, which included interviews with some 3,000 shoppers as well as 'accompanied shops' and shopping bag audits, showed that a single FOP scheme would be most helpful. This is because there are a number of different types of FOP labelling schemes already appearing on foods, causing confusion for shoppers trying to make that healthy choice.
The methodology for the study was peer-reviewed (as was the final report), which is a thorough approach, and highlights the focus on making the research as robust as possible. We now have solid information on consumers' actual understanding and use of FOP labels, rather than what they say they understand and do.
The Agency’s position has always favoured the traffic light labelling approach, but now the study has shown the benefits of adding the words 'high, medium and low' and the percentage of Guideline Daily Amounts (GDAs). The overall balance of evidence shows that these FOP labels are the strongest, and that standardising to this format would enhance use and comprehension among consumers. The Agency will now look at how to take this scheme forward, aiming at providing Health Ministers with the best advice.
So I am pleased to read, both online and offline, about the support for such a single scheme and the pressure this puts on those parts of industry that aren’t providing the information that consumers want and need.
Have a go at the BBC food label quiz to see whether you understand the various FOP labels out there and see if you know how healthy the food you're buying really is.