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Food agency takes on industry over junk labels
Felicity Lawrence
Thursday December 28，2006
The Guardian
1.Consumers are to be presented with two rival new year advertising campaigns as the Food Standards Agency goes public in its battle with the industry over the labelling of unhealthy foods.
2.The Guardian has learned that the FSA will launch a series of 10-second television adverts in January telling shoppers how to follow a red，amber and green traffic light labelling system on the front of food packs，which is designed to tackle Britains obesity epidemic.
3.The campaign is a direct response to a concerted attempt by leading food manufacturers and retailers，including Kelloggs and Tesco，to derail the system.The industry fears that traffic lights would demonise entire categories of foods and could seriously damage the market for those that are fatty，salty or high in sugar.
4.The UK market for breakfast cereals is worth 1.27bn a year and the manufacturers fear it will be severely dented if red light labels are put on packaging drawing attention to the fact that the majority are high in salt and/or sugar.
5.The industry is planning a major marketing campaign for a competing labelling system which avoids colour-coding in favour of information about the percentage of guideline daily amounts of fat，salt and sugar contained in their products.