Note of Signposting Stakeholder Meeting 15 December 2004

3. Navigator Research gave an overview of the results of the first phase of consumer research on signposting that they had carried out. During subsequent discussions the following points were raised.

Existing Legislation

There was some confusion over how current national and European legislation will affect the introduction of signpost labelling. The proposed nutrition and health claims Directives currently under negotiation state that heath claims will not be allowed on foods with an 'adverse nutrition profile'; and that signposting might be considered such a claim. The Chair explained that it is not the intention of the Commission to prevent national signposting schemes from being used, and the UK will be looking to secure an amendment to the proposal to make this clear The Agency stated that any national signposting scheme will be introduced on a voluntary basis, and the Agency will be looking to industry for their buy-in and support.

Design

5. Manufacturers and retailers voiced concerns over the design of one of the concepts used in the research. They felt that consumers' antipathy towards the GDA option could be explained in part by the design itself, which they felt could be improved upon. The Agency agreed to consider this in any future research but explained that the first part of the research set out to examine consumers' views of the concepts and not their design or execution.

Compliance

6. Currently a number of retailers and manufacturers use their own in-house signposting systems. Stakeholders asked whether the Agency would expect these companies to adopt the Agency's preferred system once launched. The Agency explained that they wanted a simple signpost labelling system which could be applied across the industry, and which would provide clear information to the consumer, underpinned by consistent criteria.

Accompanying messages

7. Stakeholders noted that some members of the focus groups found the wording accompanying the simple traffic lights option confusing. The Agency recognised that the need for clear messages was vital for the success of this particular option, and agreed to consider this in the next phase.

Children

8. The Agency clarified that the intention is that signpost labelling also apply to children's products, (although not to products aimed at very young children under 5 year old, who have particular nutritional requirements and for which statutory compositional requirements are relevant).

'Treat' Foods

9. Some stakeholders questioned the benefits of signposting foods clearly seen as treat foods by consumers (e.g. chocolate/biscuits). It was argued that signposting such foods was unlikely to change the existing pattern of purchase or consumption. The Agency pointed out that the focus group research had showed that a signpost on such an item may make some consumers question how frequently they ate it. There might be opportunity to explore this issue in more detail in the planned further research.

Catering

10. The first phase of research touched briefly on use of signposting in the food service/catering service. The Agency clarified that it remains committed to developing signposting for the food service sector, but recognises that further supporting research will be needed and this is likely to be more complex than the current research looking at the retail and manufacturing sectors.

11. To inform Agency decisions on what further consumer research would be most useful, the Agency had recently met with a number of retailers and a manufacturer who were considering signposting systems to discuss how they undertook consumer research. The outcome of these meetings was summarised. It was noted that they were extremely useful in identifying the various options for obtaining consumer views and also some of the difficulties.

12. The Chair advised stakeholders that the aim of the next phase of consumer research would be to identify the preferred signpost labelling concept. Once this had been agreed, the final design could be refined, and the criteria underpinning the concept set. The Chair also noted that further research would focus on consumer understanding and preference of signposting concepts. It was highlighted that there are significant difficulties in researching the extent to which signposting will affect consumers' choices, i.e. change purchasing behaviour, and that it would be impracticable to consider this during the next phase of research.

13. Although a number of stakeholders called on the Agency to investigate the use and impact of signpost labelling in a mock store environment, it was clear that this is not an approach used by the Industry. The Chair invited stakeholders to submit to the Agency, by Christmas, details of consumer research they had undertaken, particularly involving performance testing, and ideas for the design of phase 2.

14. It was clear that many industry stakeholders were keen for the Agency to include a GDA-based concept in any further research, although the focus groups were not overly keen on this option. The Chair welcomed suggestions for revised GDA based formats.

15. On the basis of discussions, it was agreed three concepts would go forward to the next phase of research; the two preferred options from phase 1, and a revised GDA format. An ad hoc stakeholder group will be set up to help the Agency in the design of the next stage of the research.

ASDA
The Biscuit, Cake, Chocolate and Confectionery Alliance
British Heart Foundation Promotion Research Group
British Hospitality Association
British Retail Consortium
Coca Cola GB
COI
Compass Purchasing Limited
Co-Operative Group
Food and Drink Federation
Global Consulting Group
Glaxo Smithkline
Heinz
Iceland Frozen Foods
Institute of Grocery Distribution
Kellogg Company of Great Britain
Kids Project Group
Kraft Foods UK Limited
LACORS
Marks and Spencer PLC
Mitchells & Butlers plc
National Consumer Council
National Heart Forum
National Federation of Women's Institutes
Ofcom
Pepsico International
Sainsburys
Scottish Executive Health Department
Sustain - The Alliance for Better Food and Farming
Tesco Stores Limited
The British Soft Drinks Association
Trading Standards Institute
WHICH?