New Covent Garden Food Company is the UK's first chilled food brand to introduce the Food Standard Agency's (FSA's) traffic light signposting system.
“The traffic light labelling system is an important move to help consumers identify healthier options at a glance,” said the fresh soup manufacturer's marketing director Nigel Parrott. “Introducing the clear indications onto packaging reinforces our range of fresh soups as a healthy, nutritious choice,” he added. All soups will feature either green or amber traffic lights.
The move follows potato processor McCain Foods' decision to adopt traffic light labelling, as well as guideline daily amounts, on both the front and back of packaging for its range of frozen foods.
The FSA is currently in talks with a number of manufacturers about using traffic lights on their brands. It is also consulting with retailers and processors on the best way of analysing the effectiveness of different labelling schemes.
Sainsbury, Waitrose, the Co-op and Asda have all committed to using traffic lights, while Tesco and Morrison use Guideline Daily Amount signposting.