The FSA believes that a signposting system would make it easier for consumers to make healthy eating choices.

Signposting is a system of front of pack labelling for foods providing 'at a glance' information about the nutritional content of food.

Research

The FSA conducted extensive research to test a range of concepts about how to most effectively present signpost information to the consumer. Discussion groups were held throughout the UK and the groups covered all ages, including school age children. Findings revealed strong approval and support for the idea of front of pack labelling which consumers felt would make it easier for them to assess the nutritional content of foods, and to make healthier choices.

Concepts tested

The FSA tested five different signpost systems, and two were preferred by consumers:

• A 'simple traffic light' system in which foods are labelled with a single green, amber and red traffic light on the basis of their overall contribution to a balanced diet.
• A 'key nutrients' system which rates each nutrient, for example, as high (red), medium (amber) or low (green) in salt, sugar Total fat, and saturated fat.

Consumers thought that both schemes were straightforward and helpful, as well as being sufficiently prominent to attract notice.

Some initial consumer views were also taken on how signposting might be applied to catering outlets. Many consumers felt that any signposting would have to take into account the diversity of the catering sector. For this reason, consumers felt that the same signposting system could not be applied across both the retail and catering sectors.

Editor's Note:

Comment from the food industry regarding signposting has been mixed. Concern has been expressed that by categorising foods as good or bad, signposting systems might seriously mislead consumers. Information based on Guideline Daily Amounts (for example, salt) has been suggested as a better solution to the problem of understanding nutritional information.

Consumer interest groups have been favourable to signposting on the grounds that consumers need easily accessible basic nutritional information.

The FSA, working with the food industry, now plans to test all signposting options in shops.

To read the full reports, go to: http://www.food.gov.uk/newsarchive/2004/nov/signposting

ref: fsasplab180405