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Front of Pack Nutrition Labelling Alette Addison Food Information and Promotions Manager Department of Health 2 July 2013 DH – Leading the nation’s health.

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Presentation on theme: "Front of Pack Nutrition Labelling Alette Addison Food Information and Promotions Manager Department of Health 2 July 2013 DH – Leading the nation’s health."— Presentation transcript:

1 Front of Pack Nutrition Labelling Alette Addison Food Information and Promotions Manager Department of Health 2 July 2013 DH – Leading the nation’s health and care

2 2 What do we know? Overall, the research tends to focus on: 1.Consumer preferences for front of pack labelling 2.Consumer understanding of front of pack labelling 3.Consumer self-reported use of front of pack labelling There is limited evidence on: 1.Consumers’ actual use of front of pack labelling 2.Impact of front of pack labelling on consumers’ diet DH – Leading the nation’s health and care

3 3 What does it tell us? Most concentrated use in the UK Consumers pay more attention to nutrition information FoP Consumers can use all common forms FoP Evidence of confusion where multiple schemes co-exist - strong consumer preference for single scheme - Consistency More people say they use than do - Motivation Directive versus non-directive – hybrid preferred Market penetration – gaining familiarity increases attention Label’s influence on choice small (price, habit and brand exert more influence ) DH – Leading the nation’s health and care

4 4 Policy Implications It is important to have nutrition information on the front of pack Consistency in front of pack labelling schemes is key (over and above the specific type of scheme) It is important to have a large market penetration in order to raise awareness in consumers Motivation……… DH – Leading the nation’s health and care

5 5 Many formats still allowed by new EU Reg. Energy or Energy + 4 As sold/ As consumed Per 100g/per portion As sold As consumed p/port’n as consumed p/port’n as sold DH – Leading the nation’s health and care

6 6 Of your guideline daily amount Energy 1532 kJ 366 kcal Fat 11.3g Saturates 6.9g Sugars 10.2g Salt 1.27g 18% 35%16%11%21% Each portion contains And then Additional Forms of Expression can be added. Front of Pack Nutrition Labelling - The Journey So Far - SAFEFOOD 29th May 2013

7 7 Variety of front of pack schemes in 2012 DH – Leading the nation’s health and care

8 8 Market share of differing labels in 2012 DH – Leading the nation’s health and care

9 9 Agreeing the scheme On 24 th October 2012 all 4 Governments across the UK announced their support for a front of pack scheme based on a hybrid approach - a combination of reference intakes (the old GDA) and colour coding. Worked on the detail of the scheme in an open and transparent way, modelling different options and sharing the results with all stakeholders, alongside legal views of what would be compliant with the new EU labelling legislation. Partnership working with industry on the development of the guidance – with industry leading on the practical aspects of the presentational guidance – how the label should be formatted and printed on pack. DH – Leading the nation’s health and care

10 10 What will it look like? DH – Leading the nation’s health and care Colour coding is the UKs preferred ‘additional form of expression’ (Article 35 – EU Reg. 1169/2011). This is based on extensive consumer which demonstrates that a label that combines colour and % reference intakes is preferred by consumers and is most effective at enabling them to make healthier choices. EU Reg. 1169/2011 requires a portion size declaration that is easily recognisable to the consumer. EU Reg. 1169/2011 allows for the inclusion of % reference intakes. The combination of colour coding and reference intakes allows consumers to identify foods that are high in nutrients of public health concern and how much they contribute, per eating occasion, to their diet. EU Reg.1169/2011 requires information on energy or energy plus fat, saturates, sugars and salt. In our scheme we recommend that this is provided per portion

11 11 Current signatories account for nearly 2/3 of pre-packed food sold in the UK

12 12 Common misconceptions The scheme does not identify healthier options in some categories, for example, cheese and biscuits. In most categories the scheme does identify healthier choices even in the cake section! But the scheme is primarily designed to highlight foods that are high in nutrients of public health concern so that consumers can consider swapping to healthier versions (both colours and RIs can help identify these), eating those foods less frequently or in smaller portions. Front of Pack Nutrition Labelling - The Journey So Far - SAFEFOOD 29th May 2013

13 13 Common misconceptions The scheme demonises some food and people will stop eating them and lose out on the micronutrients that they provide. The scheme uses the same thresholds across all foods to determine the award of green, amber or red colour coding. We will work on a consistent messaging framework to ensure that all stakeholders communicate about the meaning of colours in the same way as the Government has always done. Red means a food is high in that nutrient and consumers should consider choosing a healthier alternative in the same food category, eat the food less frequently or in smaller portions, and controlling their overall intake of nutrients that are of public health concern by using the RI information given per portion on pack. DH – Leading the nation’s health and care

14 14 Common misconceptions The scheme does not account for foods that are eaten in small quantities. e.g. marmite is red for salt but you don’t eat very much. Portion sizes are not defined so information may be different on different products – portion v consumption unit. People eat different amounts of the same foods and at different frequencies. Even products eaten in small potions can contribute significant amounts of nutrients of public health concern to the diet: - e.g. children who are high consumers of table sauces (including ketchup, salad dressing, salad cream and mayonnaise) consume over a 1/3 of daily maximum recommendations for salt in the year category and 24% or 40% of the recommendations for 4-10 year olds (4-6 year olds should eat less than 3g salt/day and 7-10 less than 5gsalt/day) from these products. DH – Leading the nation’s health and care

15 15 Common misconceptions Ok - But if there is a red on the food then people will stop eating it! Research shows that people use colour coding as an initial sift before looking further at nutrition information and applying existing nutrition knowledge i.e. that cheese is a source of micronutrients but that chocolate is a treat. “If it was all green, you wouldn’t bother, you’d pick it up and throw it in your basket, but if it had red and yellow, you’d maybe look at the back and say, oh that’s all right.” [Female, Pre- Family,] DH – Leading the nation’s health and care

16 16 And Now? Motivation (communication) and Evaluation ……… DH – Leading the nation’s health and care


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