FSA: cereals labels need a rethink

Front of pack labels on cereals should differentiate between added and fruit sugars, and should be based on dry weight (without milk), according to new consumer research conducted by the Food Standards Agency (FSA).

The FSA conducted 12 two-hour discussion groups with consumers across the UK in the spring to explore how best to apply its traffic light front of pack labelling scheme to cereals. One-third of participants were also recruited to take part in a follow-up telephone interview.

The study was undertaken to clear up confusion over whether to label sugars from fruits in cereals separately to added sugars, and whether to include milk as part of a serving.

The FSA said: “There was definite support for keeping the signpost system as simple as possible and retaining one signpost for total sugars together with some form of added wording - flagging up the presence of fruit sugars, possibly with a percentage figure.

“There was also some support for the possibility of incorporating two sugars signposts - probably ‘total’ and ‘added’ but it was acknowledged that this complicates the system in a number of ways and could also raise doubts as to where the rest of the sugar is coming from.”

The fact that nutritional information on cereal packs was currently based on differing portion sizes led to confusion, discrepancies and difficulties in making comparisons between products, added the FSA.

“A clear majority felt that the signpost should be calculated on dry weight of the product alone - without milk.”

There was “great surprise” when consumers saw red signposts for sugars on cereals which they had previously considered healthy, such as mueslis and bran-type cereals, added the FSA. “Indeed there was generally a great deal of shock at high sugars levels across the board on almost all cereals, even though they knew there is ‘added sugar’ in sugary cereals.”