If recommended levels were to carry on being lowered, then stating the percentage on pack, as part of the traffic-light scheme introduced last year, may not be productive, said Lindsay Peck of consumer insight firm Engage Research.
Consumers would have a knee-jerk reaction to a rise in red labels on products, she said and predicted the debate on healthy food labelling, aimed at encouraging healthy eating, would be reopened.
World Health Organisation
In March, the World Health Organisation (WHO) kept its 2002 recommendation that added sugars shouldn’t account for more than 10% of total energy intake, but said a 5% limit would be beneficial.
“It is going to be important to ensure that the consumer is educated to understand the information behind the headline WHO announcement,” she said.