Breakfast cereal makers were put under the spotlight again last week when food lobby group Action on Sugar (AoS) claimed many branded breakfast cereals were “deliberately deceiving shoppers” by not using easy-to-read, colour-coded nutrition labelling on the front of packs.
The group surveyed 25 cereal makers, highlighting the fact that while top brands such as Bear, Jordans, Kellogg’s and Nestle all do use front-of-pack labelling, they do not use the Department of Health’s recommended colour-coding (or traffic-light labels). AoS claims this makes it very difficult for consumers to interpret the information and make informed choices. It also named and shamed a further six brands, including Eat Natural and Dorset Cereal, that it said did not use any front-of-pack nutrition labels.
A Kellogg’s spokesperson told Wholesale News: “Kellogg’s complies with all EU and local labelling requirements, which set out specific rules regarding what information should be included on food labels. We strive to present this information in a way that is both legally compliant and clear and meaningful for consumers. Kellogg’s was one of the first companies to voluntarily adopt front of pack GDA labelling back in 2007. We use GDA labelling because we believe it gives consumers a better source of information than traffic light labels. Traffic light labelling does not take into account portion size or the role that the food plays in the diet.
Don’t miss our Breakfast category feature in the August issue of Wholesale News, out this week!