Food manufacturers launch own food labelling campaign

The Food and Drink Federation is set to team up with five of the UK's biggest food manufacturers and plans to launch an advertising campaign promoting their on-pack food labelling scheme.

The campaign will involve food giants Kellogg's, Danone, Kraft, Nestlé and Pepsi, who recently launched their own food labelling system opposing the Government's suggested "traffic light" scheme.

The move follows McCain Foods, which is a member of the federation, announcing it was to adopt the Government's suggested system. It deepens divisions between food producers over how to flag salt, sugar and fat levels to consumers.

The federation's campaign will promote the labelling system recently launched by the food manufacturers, telling consumers what percentage of the Government's guideline daily allowance (GDAs) is in the product.

It goes against the Food Standards Agency's labelling scheme, which sees foods labelled green, amber and red according to whether they have low, medium or high levels of ingredients such as fat, salt and sugar.

The traffic light system is currently being used by major supermarkets including Waitrose, Sainsbury's and Asda, but the Food and Drink Federation has dismissed it as counterproductive in the Government's battle against obesity.

By Kerstin Kühn

This article originally appeared on mad.co.uk, the website which delivers business insight to professionals in marketing, media, new media, advertising and design.To subscribe to mad.co.uk and receive full access to their database of articles on these industries, click here.

Source: mad.co.uk

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