Traffic Light Labels

As the arguments over food labelling rage on, more and more institutions are entering the debate, from The Grocer magazine to the National Heart Forum.  Some believe the traffic light system is too simplistic, leading to anomalies and misrepresentation of healthy foods such as cheese.  Others claim that GDA labels are too complex for all but the most numerically literate, leading to confusion among consumers trying to choose healthier products.

Amid this chorus of concerned voices, the most important people of all seem to have been overlooked: shoppers themselves.  Asking consumers what they think of the various options cannot produce a definitive answer.  For that, we need to establish objectively how shoppers actually interact with the different types of labels and how – or whether – the various options affect their decision making.

If you would like to discuss this issue further, please call Gemma Steward on 01858 461461 or reply to this newsletter.

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