Tesco launches own ‘traffic light’ labelling code
Tesco has announced its support for a hybrid labelling system that combines its existing Guideline Daily Amounts (GDA) with the “traffic light” colour coding system, following new customer research.
Tesco has announced its support for a hybrid labelling system that combines its existing Guideline Daily Amounts (GDA) with the “traffic light” colour coding system, following new customer research.
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 said it was committed to working with the government, NGOs, public health organisations, other retailers and its supply chain to try to achieve this aim.
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.
“We are committed to doing what is right for our customers and therefore have decided to bring together the distinct benefits of GDAs and traffic lights. We know customers are looking for a consistent approach, and intend to work with government, health bodies, other retailers and manufacturers to deliver this as soon as possible.”
Source: Tesco
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