A spokesperson for the Association of Cereal Food Manufacturers (ACFM) says: "It's a great accolade to hear that we are the best in Europe. We are always looking for new ways to make things easier for the shopper and it's good to see our hard work recognised. Nutritional information on-pack is a vital tool for the public to make dietary choices."

Ninety four per cent of breakfast cereals in the UK include nutrition information on the back of pack with 70 per cent of packs showing the information on the front. By comparison, the average across food/drink categories Europe-wide for back of pack nutrition information was 85% with just 48% of products showing front-of-pack information. In addition, as a category, the UK cereal industry has aligned portion sizes so consumers are genuinely able to make a like for like comparison between brands.

Five food/drink categories were investigated and analysed, namely sweet biscuits; breakfast cereals; ready meals; carbonated soft drinks and yoghurts. These products were audited in three types of retail store per country – a major retailer (top 5 in terms of market share; a consumer co-operative or national retailer and a discounter. The 27 EU Member States and Turkey were assessed.

ENDS


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