Coca-Cola performs u-turn on new labelling scheme

11th September 2014 - Fine Cut
Coca-Cola performs u-turn on new labelling scheme

Coca-Cola has announced its plans to adopt the government's Responsibility Deal by labelling products using a 'traffic lights' inspired scheme to highlight the nutritional value. 

The colour-coding system highlights the consumption levels of fats, sugar and calories in the products to make shoppers aware of the quantities within their food and drink. 

In a bid to simplify the buying process, the labelling scheme simplifies the ability of consumers to make educated healthier decisions as the relevant nutritional information will be available at a glance.

The major firm initially stated it would continue to use a single colour-coding system, which customers are familiar with and would recognise. 

Introduced by the Department of Health, the Public Health Responsibility Act is working in cooperation with major food and drink companies to make a significant contribution to improving the nation's well-being. 

Jon Woods, Coca-Cola Great Britain and Ireland manager, said: "Our UK consumers have told us they want a single, consistent front-of-pack labelling scheme across all food and drink products to help them make the right choices for them and their families.
"We have therefore decided to put the new scheme on our packs here."

The popular brand will start to implement the new labelling across all of its products sold in Great Britain, bar its two water brands, Schweppes Abbey Well and Glaceau Smartwater, within the first half of this year.  

Coca-Cola was just one of many brands that initially refused the idea alongside Kellogg's and Dairy Crest, however many have since had a change of heart and have begun to introduce the policy on their packaging. 

Professor Susan Jebb, chair of the Public Health Responsibility Deal Food Network, said: "I really welcome this announcement that Coca-Cola Great Britain is signing up to the Responsibility Pledge on front-of-pack labelling. It represents a real step forward for the company in recognising its responsibilities for public health and supporting customers to make healthier choices and control their calorie intake."

Posted by Simon Tourle

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