Nutrition labels fox consumers

Marketing 25-May-05, 11:19

Less than 25% of consumers find nutritional data on food packaging easy to understand, according to a survey commissioned by Kellogg.

The research, conducted by YouGov, revealed that only 24% of people find nutritional labelling easy to read. Consumers' knowledge of Guideline Daily Amounts (GDA) was also low, with just 7% knowing the level for salt.

Kellogg is a vocal supporter of GDA labelling - the food industry's favoured option - and was the first in the UK to add the information to the front of all its products.

The findings come as the Food Standards Agency is set to undertake research to find out if consumers prefer traffic light or GDA labelling.