Food Labelling


March 2006
ACFM Response to the FSA Front of Pack Labelling Announcement

The Association of Cereal Food Manufacturers (ACFM) supports the objective of the Food Standards Association (FSA), in line with the Government's objective, to provide better information to help consumers make healthier and more informed food choices.

However, the ACFM believe that the FSA's recommended Traffic Light labelling system is too simplistic and will not be helpful to consumers, as they cannot convey the concept of a balanced diet. Research has shown that without more detailed information, such as percentages, traffic lights can be more confusing than helpful.

Most ACFM members' preferred scheme is based on Guideline Daily Amounts (GDA), which is about informing consumers about their foods, instead of warning them, so they can make educated choices about what they eat.

An ACFM spokesperson from the Breakfast Cereal Information Service (BCIS) comments: "We remain committed to align our approach to nutrition labelling by implementing the use of Guideline Daily Amounts (GDAs), which allow consumers to decide which foods are most appropriate for themselves. The FSA's own research into front of pack labelling highlighted that one option, incorporating GDAs, was the most popular among consumers and the most effective when making comparisons between food products. Several cereal manufacturers have already adopted the use of GDAs on pack, which is also supported by dietitians and nutritionists."

Prof. Tom Sanders, Head of Nutritional Sciences at King's College London, commented: "Telling people what is not in food won't help them select a balanced diet. If applied to all foods, the Multiple Traffic Light system could unfairly demonise perfectly healthy foods which, when consumed in moderation, make up a balanced diet. GDAs enable consumers to make informed choices on balancing their diet by identifying the official recommended guideline levels for key nutrients and calories consumed each day and how much a portion of a particular food contributes to that allowance."

As a commitment of the food and drink industry, all ACFM members already include comprehensive nutritional information on packs. The ACFM will continue to work closely with government and its advisory bodies in order to meet the required objective of helping consumers make healthier food choices.


For further information contact the BCIS Team on:
Tel: 020 7815 3900
Email: info@breakfastcereal.org

Notes to Editor:
· The ACFM is the trade association of the UK's leading breakfast cereal manufacturers. Members are Cereal Partners, Dailycer, Jordans, Kellogg's, Morning Foods, PepsiCo, and Weetabix.
· Breakfast cereals remain the most popular form of breakfast in the UK with 98% of households stocking cereals.