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Masterfoods adopts calorie counting labels

04-Jan-2007

Related topics: Packaging equipment and materials, Formulation

Global confectionery company Masterfoods has pledged to roll out new packaging displaying the calorie content of each of its products following pressure on manufacturers to help combat obesity.

Masterfoods, who own chocolate brands such as Mars, Snickers, Twix and Galaxy, said it will roll out the scheme across Europe over the next three years.

In recent years, the anti-obesity backlash has prompted manufacturers to adopt a number of labelling techniques including'traffic-light' or 'energy' labels to help promote a more socially responsible image for the confectionery industry.

 

From this year, Masterfoods will display calorie content as a percentage of recommended daily allowance on the front of each of its European products.

 

CEO of Masterfoods Western Europe Pierre Laubies said: "Nutritional information can be difficult to understand and we believe that this new approach will genuinely be effective in communicating complex messages in a user-friendly way."

 

In addition to the calorie labels, information will be given on fat, protein, carbohydrates and energy content of the confectionery and consumers will be directed to websites, helplines and leaflets to learn more.

 

The Masterfoods initative comes in the wake of ongoing lobbying by the Confederation of Food and Drink Industries of the EU (CIAA) before the European Commission regarding nutrient profiling and anti-obesity schemes undertaken by industry.

 

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