The research showed that customers remain happy with GDAs and continue to favour them over traffic light colour coding, which used alone does not provide the detail customers need to make an informed decision about the products they buy.
However, the research also showed that customers prefer the combination of traffic light colours, which give simple at-a-glance guidance, and GDAs, which give accurate and meaningful information.
Customers also want a consistent approach to labelling across the industry and Tesco is committed to working with the Government, NGOs, public health organisations, other retailers and our supply chain to try to achieve this.
This evolution in Tesco’s approach reflects the changing and increasingly sophisticated demands of customers who want clear, accessible and meaningful information to enable them to make informed choices.
Philip Clarke, Tesco’s chief executive said: “Tesco has led the way in giving shoppers clear information about the food they eat and was the first retailer to put nutritional information on the front of our packs in 2005 when we rolled out our Guideline Daily Amount labels.
“We always listen to our customers and they have told us that by combining our popular GDA labels with traffic light colour coding we can make it even easier for them to make informed and healthy choices about the food they buy.”
A Sainsbury’s statement says: We welcome Tesco’s recognition of the overwhelming benefits to consumers of adding traffic light labelling. Over the years, other forms of colour coding have been used, but these have proved to be misleading for customers. The approach of those who do not use traffic light labelling has long been a barrier to achieving a consistent approach.
We hope this announcement will encourage other retailers and manufacturers to join us in working together to help achieve a consistent labelling for customers, to help them make healthier choices, wherever they shop.
Source: Tesco & Sainsbury’s
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