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

2. What do we know? Overall, the research tends to focus on:
Consumer preferences for front of pack labelling
Consumer understanding of front of pack labelling
Consumer self-reported use of front of pack labelling
There is limited evidence on:
Consumers’ actual use of front of pack labelling
Impact of front of pack labelling on consumers’ diet
I now want to turn to consider what aspects of FOP labelling the evidence covers.
The focus of the research has primarily been around consumers’ preferences, understanding and self-reported use of front of pack labelling. There is much robust evidence available on these areas, both in the UK and internationally.
However, there is limited evidence on consumers’ actual use of front of pack labelling. There is also limited research on the impact of front of pack labelling on consumers’ diets. This is because these types of questions are incredibly difficult to research in a robust and cost effective way due to the multi-factorial nature of food choice. Nevertheless, the lack of research in this area does not mean that FOP labelling has no effect.
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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 )
Ac curacy and complexity
Attendtion measured in milliseconds
Women
Those with young children
Dieters
Those with special dietary requirements
Higher income, higher education
First time purchases
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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………
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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
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6. Of your guideline daily amount
And then Additional Forms of Expression can be added.
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
The Regulations allow the use of symbols and graphics to indicate amounts and nutrients.
E mark – NZ Nutiriton Foundation
Energy density (1-5)
Glyceamic index (colour: blue
green yellow)
Front of Pack Nutrition Labelling - The Journey So Far - SAFEFOOD 29th May 2013

7. Variety of front of pack schemes in 2012
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8. Market share of differing labels in 2012
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9. Agreeing the scheme
On 24th 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.
Industry coalescing around this as a solution – all 10 major retailers willing to work on the detail of a scheme based on the hybrid approach
NGOs and Food Standards Agency supported this approach
FSA and retailers own research indicated that the hybrid approach was the one consumers like best and was best at enabling them to choose healthiest products.
How can greater consistency and clarity be brought to FoP
In the light of the new EU FIC and the framework of rules that it sets out?
In a way that maintains and extends use of FoP across widest range of foods and drinks?
Taking account of the evidence of what form of presentation consumers find most useful in enabling them to make healthier choices?
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10. What will it look like?
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 requires information on energy or energy plus fat, saturates, sugars and salt. In our scheme we recommend that this is provided per portion
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.
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11. Current signatories account
for nearly 2/3 of pre-packed food sold in the UK
The companies that signed up at launch accounted for nearly 2/3 of the food sold in the UK.
All major retailers in the UK will be using the scheme.
Premier Foods, Pepsico, Nestle UK and Mars are committed to the scheme.
A number of other large manufacturers with decision making bases outside of the UK are still considering their position.

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. 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.
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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.
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15. Common misconceptions
“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,]
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.
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16. Motivation (communication) and Evaluation ………
And Now?
Motivation (communication)
and Evaluation ………
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