Traffic Light Labelling Coming from Kellogg“s

Kellogg’s, the cereal manufacturer,  announced that they are making changes from January 2019 to bring in colour coded front of pack nutrition labelling, more commonly known as traffic lights, on all their cereal range.

South West Bedfordshire MP Andrew Selous, a member of the Health and Social Care Select Committee in Parliament and Co-chair of the All Party Parliamentary Group on Obesity, speaking in the House of Commons in November, called on Kellogg’s to follow the example of Nestle and put coloured traffic light labelling on all their products.

The cereal and snack giant will voluntarily apply the scheme to labels on breakfast cereal packs made exclusively for sale in Britain, including on some of its biggest selling cereals: Special K, Coco Pops, Crunchy Nut, Corn Flakes, Rice Krispies and Frosties.

Shoppers will start to see the new labels appear from January 2019, with all packs changed by early 2020. As these new-look packs roll out throughout 2019, their labels will change.

Multilingual boxes shared across a number of European countries, where colour coded labels aren’t well-known, won’t carry the new design. This means almost 80 per cent of Kellogg’s cereals on sale in the UK and Ireland will have colour labelling on the boxes.

Kellogg UK managing director, Oli Morton, said: “Following our announcement late last year to overhaul our cereal in the UK we are now following that up with a new and modern Kellogg pack redesign in 2019. As part of this, we decided to review our front of pack labelling as for more than a decade we have had black and white icons on the front of our packs. So we surveyed 2,000 people in Britain to ask them about their attitudes towards labelling and what we should do.

“Put simply they said we should change and move to a full-colour solution as they want help making healthy decisions, we’ve listened and now we’re acting.  After all, just like people, brands evolve their thinking too.”

Kellogg UK’s overhaul of its breakfast cereals includes reducing sugar by 40 per cent in Coco Pops cereal and 20 per cent sugar reduction in Rice Krispies cereal, the removal of artificial colours and the launch of no added sugar and vegan friendly foods. Current Kellogg’s labelling is grey and difficult to follow for busy shoppers trying to do the right thing for their children. Many shoppers understand if they want to buy healthy foods for their families they need to have as much green labelling on the products they buy as possible.

Speaking afterwards Andrew Selous MP said, “I was delighted that the action I called for in parliament on Tuesday was agreed to by Kellogg’s on Thursday. Many people including Hugh Fearnley-Whittingstall have called for Kellogg’s to take this action and I think that it is important that we congratulate companies who do the right thing to help people make healthy informed choices.”

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