Kingsmill to introduce traffic light labelling

13th December 2013 - Fine Cut

Kingsmill is set to follow in the footsteps of rival baker Hovis in a move that will see it introduce new nutritional labelling on its packaging.

The new traffic light labelling method will be rolled out across its range of sliced bread and muffins in order to help shoppers make more informed decisions when it comes to the bakery products they purchase.

Its decision comes as part of a voluntary commitment made by the company in the government's Public Health Responsibility Deal front-of-pack labelling promise.

"We are dedicated to openness and transparency about the nutritional value of our products," commented Darren Grivell, director of brands at Allied Bakeries.

He added: "We currently have front-of-pack guideline daily amounts to help consumers enjoy Kingsmill products as part of a balanced diet. This new step to colour code will help consumers see the nutrition information at a glance."

As part of the new plans, Kingsmill Soft White Bread will be rated as green for its sugar content, fat and saturated fat, and amber for salt. The new labels will start to appear on supermarket shelves in the new year.

News of Kingsmill's changing labelling methods comes after Mars and PepsiCo became just two of the big named brands that agreed to adopt new hybrid front-of-pack nutrition labels in the UK, along with meat supplier Bernard Matthews Farms and cake supplier Premier Foods.

The labels show the amount of energy, fat, saturated fat, salt and sugar contained in foods. It will be presented as 'reference intakes' - previously referred to as Guideline Daily Amounts - which will show the maximum daily intake that each portion accounts for.

UK public health minister Anna Soubry said the new labelling methods would mean consumers "find it easier to make healthier choices about the food they eat" - something that has become a key priority in the food manufacture industry in recent years.

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