Flexible front-of-pack labels under fire

Consumer groups and retailers have criticised new Food Standards Agency (FSA) proposals that allow a ‘flexible approach’ to the introduction of front-of-pack (FOP) nutritional labelling.

The British Retail Consortium (BRC) argued that, since food labelling regulations were being reviewed by the EU as part of the Food Information Regulation, changing labels in the UK before the outcome of that review made no sense.

BRC food director Andrew Opie said: “It would be too soon for the UK to adopt any new regime of its own until a final decision about FOP labelling is made at European level. Changing and then changing again would just produce extra costs and customer confusion.”
FSA must stick to its guns​
At the same time, the consumer group Which? claimed the FSA had gone against its own nutrition labelling evidence by allowing a more flexible FOP labelling approach. Chief executive Peter Vicary-Smith said: “The FSA’s own research shows that a combined, single nutrition labelling scheme will work best for consumers, so why this sudden change of tack?
“We want the FSA Board to stick to its guns, continue to use an evidence-based approach and push for a single labelling scheme that will help people to make informed decisions about the foods they eat.”
The FSA’s proposals, which will be discussed at its Board meeting in Cardiff on Wednesday, suggest that the way information about the amount of fat, saturated fat, salt and sugars in a product is presented should allow companies the flexibility of using two out of three elements - traffic light colours, text and percentage guideline daily amounts (GDAs) - as an intermediate step towards the adoption of all three elements.
Currently, the majority of UK food manufacturers and retailers are voluntarily using FOP schemes, although most manufacturers and a number of retailers prefer a system based on GDAs rather than the coloured traffic light system advocated by the FSA.
Consumers are confused​
An independent evaluation of the effectiveness of various schemes commissioned by the FSA and published in May 2009 found that the co-existence of different FOP labels confused consumers. It concluded that the words: ‘high, medium and low’ were understood best, and combining this text with traffic light colours and percentage GDAs would enable more people to make healthier choices easily.
However, consumers in ‘citizens’ forums’ subsequently run by the FSA, particularly liked traffic light colours as an ‘at a glance’ cue. In the light of this evidence, together with feedback from a public consultation, the FSA has developed proposals to implement a single approach to FOP labelling.
Some companies are already using this approach whereas others are using FOP schemes that provide some of these elements. To assist the transition to this single approach, some flexibility has been included within the proposals, which allow a minimum of two elements be used initially.
The FSA’s chief executive Tim Smith said: “This approach is all about what consumers have told us they want. Independent research and citizens’ forums told us that people were confused and wanted a single approach developed by government. We also appreciate and understand that food businesses are starting from different positions. Our proposals respond to what consumers want but also provide some flexibility for business.”