Warc, 6 August 2013
WASHINGTON DC: Major food manufacturers and retailers in the
US are joining forces to boost awareness about a new front-of-product labelling
system that they hope will provide more clarity for consumers and assuage
regulatory concerns.
The 'Facts Up Front' labelling system will receive $50m for
a promotional campaign early next year that will be funded by the Grocery
Marketing Association, which represents major food companies, and the Food
Marketing Institute, the trade body for food retailers, Advertising Age
reports.
The new system, which has been operating quietly since 2011,
carries nutritional information on the front of packages, showing each
product's level of saturated fat, calories, sodium and sugar.
The voluntary initiative is being supported by some of the
biggest names in the industry, such as Kraft Foods, General Mills, Kellogg,
Hershey and Mondelez International, and the Grocery Marketing Association
expects that up to 80% of products from participating companies will have
'Facts Up Front' labels by the end of the year.
'Facts Up Front' replaces the industry's previous 'Smart
Choices' labelling system, which was ended in 2009 after widespread criticism
that it appeared to approve foods with high fat and sugar content.
However, although the new system is intended to improve
information available to consumers, some leading nutritionists remain
sceptical.
Referring to the option open to marketers to list two
positive attributes on the packaging, Marion Nestle, professor of nutrition,
food studies and public health at New York University, accused the labels of
mixing up positive and negative nutritional attributes.
She said this would lead to obfuscation, so that nobody
would look at the labels or understand them. She also suggested it was a way of
getting round the Food and Drug Administration (FDA).
Health campaigners advocate a star-based system proposed by
the Institute of Medicine that awards one to three stars for healthy products,
while those that have unacceptably high levels of fat, sodium and sugar receive
no stars at all.
The FDA said it would assess the usefulness of 'Facts Up
Front' to consumers and warned it would take action against marketers who do
not comply with its rules.
Data sourced from Advertising Age; additional content by
Warc staff
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