Asda Combines Traffic Light and GDA Info on Own-Brand Labels

The label uses traffic light colours to show the level of sugar, fat, salt, saturated fats and calories in each product, based on the Food Standards Agency model.

13/07/07 Asda has launched a nutrition label that combines traffic light colour codes and guideline daily amounts (GDA).

Research carried out by the supermarket showed that most shoppers liked the simplicity of traffic lights, but there were those who wanted more detailed information.

The label uses traffic light colours to show the level of sugar, fat, salt, saturated fats and calories in each product, based on the Food Standards Agency model.

It also shows the amount per serving in grams and as a percentage of the GDA.

The new label will introduced to more than 1,000 of the supermarket's own-brand products between September and the end of the year.

Asda chief executive Andy Bond said: "The new system gives customers the best of both worlds."

Asda also said its plans would "cause consternation" among leading brand owners that had been "reluctant to introduce any system they felt could highlight the sugar and fat content of their products".