Reading behind the label

The aim of the project, which is a culmination of almost 18 months of independent research, was to evaluate the impact of the various FOP nutritional signposting schemes on consumer understanding and behaviour. The main conclusions from the research found that a single FOP scheme would be most helpful for shoppers, as the presence of different types of FOP labelling schemes in the marketplace causes shoppers difficulties in using them, and shoppers who use FOP labels value them; they use them particularly if they are shopping for children, comparing different products, if they have a particular health concern. Findings also suggest that there is generally a high level of understanding of FOP labels, even among those who don't tend to use them. The Agency will now take forward the findings, which show that shoppers would benefit from the single FOP scheme that includes the words 'high, medium and low', traffic light colours and percentage of Guideline Daily Amount (GDA). Chair of the PMP, Sue Duncan, said: "This is the most comprehensive and robust evaluation of FOP signpost labelling published in the UK and internationally to date. "Using a scientific approach, the study has provided robust information on consumers' actual understanding and use of FOP labels, rather than what they say they understand and do. "The final report provides valuable evidence on how consumers use FOP labels and what helps consumers to make healthier choices when buying food. It will provide a firm foundation for the FSA and other stakeholders on which to base future policy decisions on FOP labelling." Which? chief policy adviser, Sue Davies, explained: "If the food industry really is serious about helping consumers make healthy choices then it must accept the study's findings, start pulling in the same direction and adopt the labelling scheme that works best for consumers." "People need to be able to compare like with like when choosing between different products so it's important that retailers and manufacturers adopt the same scheme." Meanwhile Christine Haigh, Children's Food campaign co-coordinator said that these findings do not come as a suprise: "This independent research confirms that the public want food labelling with traffic light colours. This isn't a surprise: all the previous independent research has shown the same thing. "The public is very clear that they only want one labelling scheme and so industry is now under enormous pressure to use the hybrid labels, including traffic light colours and the words 'high', 'medium' and 'low'. Any company that doesn't now adopt the public's favourite system will be exposed as putting their profits before their customers' health."