The Co-operative Group is introducing the new Food Standards Agency (FSA) traffic-light labelling system across a range of its own-label food products.
Grocers have been split over whether to implement the government agency’s nutritional labelling scheme or adopt their own. Companies such as Waitrose and The Co-op have decided to plump for the FSA’s system, while Tesco has broken ranks to develop separate initiatives.
The FSA is airing its first TV ad promoting the traffic-light system in an attempt to help consumers identify levels of fat, salt and sugar in food, amid growing concern over the nation’s eating habits. The ad carries the strapline: "High, medium, low – be in the know."
The Co-op has introduced the front-of-pack labelling on its new Simply range, which consists of 31 ready-meals, soups and vegetable dishes free from "unnecessary" artificial ingredients, according to the group.
Kate Jones, head of range development, food retail at The Co-op, says: "Consumers expect higher standards of food integrity and we are determined to meet these expectations."