Claire Boville Nutrition Division March 2007 Making Healthier Choices Easier Signpost Labelling

Why the need front of pack signpost labelling UK consumers:- –find current nutritional labelling difficult to use and they would welcome an easier "at a glance" system of labelling (Nutrition Labelling research report, Foods Standards Agency, Nov 2001) –eat too much saturated fat (saturated fat provides 13.4% of food energy compared with the recommended level of 11%) sugar –eat too much sugar (‘added’ sugar provides 16.5% of food energy compared with recommended level of 11%) –eat too much salt (currently average salt consumption is 9.5g compared with recommended 6g)

Government Commitment to Front of Pack Signpost Labelling “ Our goal is, by early 2006, for there to be: a clear, straightforward coding system that is in common use, and that busy people can understand at a glance which foods can make a positive contribution to a healthy diet, and which are recommended to be eaten only in moderation or sparingly” Source: Public Health White Paper; Choosing Health, making healthier choices easier

Agency Signposting Research Various pieces of consumers research were carried out between Sept 2004 – Nov 2005 Ten signposting formats were tested in focus groups with UK consumers Preference, performance, execution and application on products were tested. Examples of some signposts tested

Main Findings of Agency Research Consumers: - wanted front of pack labelling -liked separate information on 4 key nutrients -found colour coding and high, medium and low descriptors easy to understand and use -liked the additional reassurance of per serving information -found GDA’s and percentages confusing -identified foods on which they particularly wanted signposting

On 9 March 2006 the Agency Board recommended that voluntary signpost labelling is based on four core principles: 1.Provide separate information on fat, saturated fat, sugars and salt 2.Use red, amber or green colour coding to indicate whether levels of these nutrients are high, medium or low 3.Use nutritional criteria developed by the FSA to determine the colour code 4.Give information on the levels of nutrients in a portion of the product Agency Signposting Recommendations

Agency Recommended Categories for Signposting Sandwiches, wraps, filled baguettes and similar products Prepared or ready meals – hot or cold, with or without accompaniments Burgers, sausages Pies, pasties and quiches Breaded, coated or formed meat, meat alternative, poultry fish or similar products, including those in sauces Pizzas Breakfast cereals* *Further research work is currently being completed on the way consumers use information on breakfast cereals

Illustrations of signpost designs that meet the Agency’s core recommendations Technical Guidance was published in January 2007, which sets out the core elements identified by the FSA as the basis for helpful front of pack nutritional signpost labelling approaches guidance

Main Advantages of Agency Signposting Approach Satisfies consumers desire for a signpost developed by an authorative and independent body which is based on government advice. Was liked by consumers who found it easy to use and understand correctly without any supporting education. Was found to help a consumers quickly choose healthier products and make comparisons between similar products.

Adopters of the Agency’s recommendations Sainsburys: “Our customers have told us that they want clearer nutritional labelling on the front of every product, and that’s what we’re providing with our colour-coded front of pack labelling scheme – the Wheel of Health.” Waitrose: “As a responsible retailer, we want to provide the right signposting to help our customers make informed choices about what to eat. We use the FSA’s approach because our customers tell us that this is what they want.” New Covent Garden Soup Company: "We opted for the traffic light labelling system because it enables consumers to identify healthier options at a glance and serves to reinforce New Covent Garden soups as a healthy, nutritious choice." Co-op: The FSA’s traffic light labelling approach represents a real step forward in helping consumers understand the nutritional value of foods and its contribution to a balanced diet.”

Adopters of the Agency’s recommendations (+GDA ) McCain: "We believe that there is a role for both the traffic light system as well as GDA’s in order to help consumers make informed choices when purchasing food. We value the opinions of our consumers and so we have decided to use both label formats on all our packaging." Marks and Spencer: “We are committed to helping customers eat more healthily. By introducing a colour coded front of pack labelling scheme in line with Food Standards Agency recommendations, we are now also providing our customers with ‘at a glance’ front of pack nutritional information.” Avondale: “We are really excited about the new developments within the company’s food product range with the FSA’s traffic light labelling system. This underpins our commitment to develop healthier food products for our customers.”

Bernard Matthews and Virgin Trains have also recently announced their adoption of the Agency’s recommendations. Moypark: “We are really looking forward to introducing our new product range using the FSA’s traffic light front of pack labelling scheme. As a responsible food manufacturer, we want to provide our customers with the right kind of information they need to make informed choices about what to eat.” Adopters of the Agency’s recommendations (+GDA) Asda, Budgens/Londis, Bombay Halwa, Britannia Brands and S&B Herba Foods have also publicly announced their adoption of the Agency’s recommendations with others expected to make similar announcements shortly. Bernard MatthewsVirgin Trains

Public Supporters of the Agency’s recommendations Consumer Groups National Federation of Womens Institute National Consumer Council Netmums The Office of the Children’s Commissioner Which? Health Groups and Medical Bodies British Dietetics Association British Heart Foundation British Medial Association Cancer Research UK Diabetes UK National Heart Forum Royal College of Physicians UK Public Health Association

Public Supporters of the Agency’s recommendations Enforcement Bodies Chartered Institute of Environmental health Trading Standards Institute Local Authorities Cardiff City Council Northern Ireland Chief Executive, Northern Ireland Chest, Heart and Stroke Scotland CMO Scotland

Other Signposting schemes in UK Marketplace Somerfield Morrisons Tesco Cadbury Schweppes and Masterfoods Quaker, Ryvita, Coca-cola, Kraft, Masterfoods, Nestle, Danone, Kelloggs, Tate & Lyle, Unilever, Walkers. Aldi, Lidl and Spar have also introduced similar schemes

Other Independently Published Reports on Traffic lights/GDA’s Which Healthy Signs Report: pdf Misconceptions and misinformation: The problems with Guideline Daily Amounts: Netmums Food Labelling Survey: BEUC DBN9DB1AY9DW3571KM/BEUC/docs/DLS/ E.pdf EUFIC information-food-labels/

Raising Consumer Awareness of Signposting The Agency has: Positively recognised those companies who adopt the Agency approach to signpost labelling (and will continue to do so). Set up an Adopters/supporters group to discuss how to promote and educate consumers about signposting; and how to use it wisely in the context of a balanced diet. carried out a range of media and publicity activities (press, TV and web based information) Produced literature around signposting: FSA News signposting supplement (updated edition available soon) September 2006: Labelling Leaflet: to order copies Signposting Poster: to order copies

Signposting Evaluation Research Progress 18 th July NSSG agreed that the research objective would be: “to evaluate the impact of ‘front of label’ signpost labelling schemes operating in the UK on purchasing behaviour and consumer knowledge.” January Membership of Project Management Panel (PMP) agreed. 22 nd January 2007 – First meeting of PMP took place with the Advisory Group (AG). PMP is now in the process of drafting a research specification

Signpost Evaluation Research Next Steps Once research specification has been agreed it will go out to open tender. Results of research are expected by end The Agency also Continues to…. Encourage manufacturers and retailers to adopt the Agency’s approach to signpost labelling. Highlight concerns about aspects of schemes that are not considered to be in the consumers interest.

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