Signpost labelling refinement research

Wednesday 16 November 2005

The purpose of this research was to further investigate issues around consumer use and application of the two signposting formats that came out strongest from the Agency's 'Evaluation of alternative food labelling signpost concepts' research.

These two concepts were multiple traffic lights (MTL) and colour-coded guideline daily amount (CGDA) formats. See the foot of this page for a link to the Evaluation research.

The consumers included in this study expressed strong support for the introduction of a single, front of pack signpost labelling scheme on pre-packed food, developed by an independent trusted organisation such as the Food Standards Agency.

Consumers considered that both MTL and CGDA formats would help them make healthier food choices, although they identified a number of strengths and weaknesses with both approaches.

MTL was viewed as simple, and easy to use and understand, although consumers wanted it to be clear that the scheme was independent and based on sound criteria.

Although a number of consumers had difficulty interpreting the numerical information used in the CGDA format, the tabular layout and numerical information were liked and gave it an air of authority. Many were confused by the term 'GDA' and wanted more information on what 'per serving' meant.

When discussing the application of signpost labelling, consumers felt consistency was key, especially in terms of its design, position on the front of pack, and size. Most felt that a minimum size should be set for the signpost and that the size of the signpost should be proportionate to the size of the product package.

While consumers felt signpost labelling could be usefully applied to all foods and drinks, they felt it was of particular importance on processed convenience foods, foods that are consumed frequently or in high volumes, food that is aimed at or consumed by children, and foods that claim to be healthy.

The results of this research were used to support development of the signpost labelling format the Agency is considering proposing. In particular, the MTL format now includes a reference to the Food Standards Agency.