Cereal brand Nestlé has launched a campaign to highlight potential flaws in public perceptions of the traffic-light system located on the front of food products, ahead of restrictions on HFSS legislation due to come into place next month.
In 2020, the government announced new legislation that will restrict the promotion of HFSS foods (products high in fat, sugar and salt). In May of the following year, the government then announced that proposed restrictions would be delayed in light of “an unprecedented global economic situation” and to give industry more time to prepare for the restrictions on advertising.
However, rules limiting the location of allegedly “unhealthy” foods in shops will go ahead as planned in October 2022.
Ahead of the October rule changes, Nestlé has launched its ‘no reds’ campaign after recent research from Nestlé Cereals has revealed that a third (34%) of UK consumers do not know what the traffic light nutritional labelling system means.
Nestle reported that 76% of UK consumers say they reference the system when choosing something to eat and half (51%) of UK shoppers confirmed it influences what they purchase or eat.
Nestlé Cereals UK marketing director Toby Baker said Nestle is “proud” that 18 products in its portfolio contain no red-light labels.
Baker explained: “At Nestlé Cereals, we are committed to improving the nutritional profile of our cereals and are proud of the fact that 18 products in our portfolio have no red traffic lights, meaning consumers can be reassured they are choosing a breakfast option that is not classified as ‘high’ in fat, saturates, sugars or salt.”
Perception of traffic labelling
Referring to the colour meanings of the traffic light labelling, Nestle reported that a third (34%) of consumers believe that a green label means a product is high in a nutrient, however 40% believe this indicates the product is low in a nutrient, and therefore the healthier choice.
Nestle claims this information highlights “the considerable confusion many people have [about] the system.” Toby Baker described the research as “very concerning” as it suggests some consumers do not know how to interpret the labels.
Nestle’s response
The Nestle website has added a section explaining the nutritional traffic light labelling system “to help our consumers make informed, confident dietary choices.”
Baker explained: “Despite the importance of the nutritional front-of-pack traffic light labelling system, it is very concerning that our research has found many consumers do not know how to interpret the labels and some are not even aware of the labelling system’s existence.
“That’s why we’ve launched our ‘no reds’ campaign, creating our imagined World’s Widest Variety Pack so that consumers can see exactly which of our products contain no red traffic lights.
“We’ll also be adding an arrow to signpost where to find the front-of-pack label on our 18 ‘no reds’ products and we have updated our website with a section explaining the nutritional traffic light labelling system to help our consumers make informed, confident dietary choices.”
