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New Covent Garden adds traffic light labelling
Fresh soup brand New Covent Garden Food Co has become the first chilled food manufacturer to introduce the Food Standards Agencys (FSA) traffic light labelling system.
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| New Covent Garden lend weight to the FSAs scheme |
The labels will feature on its 26-strong range of fresh soups but GDAs (Guideline Daily Amounts) will still feature on the back of pack.
Group marketing manager Andrew Ovens said the decision had been made after consumer research in which consumers expressed a clear preference for the traffic light system compared to other options.
We are aware of the move by several leading food manufacturers to launch their own food labelling scheme, but we fully endorse the Food Standards Agencys traffic light system and are delighted to be the UKs first chilled food manufacturer to join several major multiple retailers in introducing the scheme.
We opted for the traffic light labelling system because it enables consumers to identify healthier options at a glance and serves to reinforce New Covent Garden soups as a healthy, nutritious choice. All our soups will feature either green or amber traffic lights, indicating low levels of sugar, fat, saturated fat and salt in a way which is both clearly understood and welcomed by consumers, allowing them to make an informed choice with regard to a healthier food option.
New Covent Garden will lend weight to the FSAs scheme, which already has the support of companies including Sainsburys, Waitrose, the Co-op and Boots. According to the FSA, Asda will join the scheme later this year.
Companies featuring rival GDA labelling include Tesco, Kelloggs, PepsiCo, Danone, Nestlé and Kraft.
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