Nestlé has launched a campaign to highlight its products with no red traffic lights as it looks to inform consumers of nutritional labelling.
This comes following research by Nestlé cereals which found that a third of UK shoppers don’t know what nutritional front-of-pack traffic light labelling systems mean despite 76% looking at this when choosing which products they buy.
For 51%, this influences their purchasing decisions while 11% weren’t aware that this labelling existed.
Each colours meaning was also found to confuse consumers as a third thought a green label meant a product was high in nutrition while 40% said it highlighted that a product had low nutritional value.
As a result of this, the food and beverage company‘s ‘no red’ campaign raises awareness that 18 of its products in its cereal portfolio contain no red traffic lights and has updated a section of its website to explain to consumers how the system actually works.
“Despite the importance of the nutritional front-of-pack traffic light labelling system, it is very concerning that our research has found many consumers do not know how to interpret the labels and some are not even aware of the labelling system’s existence,” Nestlé Cereals Marketing Director UK, Toby Baker said.
“At Nestlé Cereals, we are committed to improving the nutritional profile of our cereals and are proud of the fact that 18 products in our portfolio have no red traffic lights meaning consumers can be reassured they are choosing a breakfast option that is not classified as ‘high’ in fat, saturates, sugars or salt.”
