Asda unveils traffic light food labelsWhich? welcomes move by supermarket chain

05 July 2007

 

Asda is introducing new food nutrition labels which will combine the ‘traffic light’ and GDA (guideline daily amount) systems.

The supermarket says this follows extensive consumer research to discover the type of labelling its customers wanted to see.

The labels will use green, amber and red to highlight low, medium and high levels of sugar, fat, salt, saturated fats and calories in each product.  

They'll also include the precise amount of each nutrient in grams per serving and the percentage of the guideline daily amount (GDA) this represents.

Front of pack

The new nutrition labels will be displayed on the front of pack of over 1,000 Asda own-label food products by the end of the year.

Asda say the labels are designed to be read and easily understood in under two seconds – the average length of time that many busy customers are prepared to spend reading a label.

Which? food and health campaigner Miranda Watson said: ‘It's great news to see another major supermarket adding traffic lights to their labels as independent research shows it’s the best way for consumers to identify healthier food choices at a glance.

‘There's now no excuse for others who have resisted this move, such as Tesco and Morrisons, not to follow suit and help their customers access healthier food more easily.’