When more elements are added to food and beverage labels, producers may need to redesign their packaging quickly to make room. A UK-based study about labels that show exercise counts helps put this possible new style of labeling into perspective. While there doesn’t seem to be any significant push for this to become a requirement yet, it could be the sign of growing interest that takes off later.
An article by BMJ Chief Executive Shirley Cramer, commented on the results of a poll of UK citizens. When asked how they would act after viewing a label that showed “equivalent activity” data—the amount of exercise needed to work off calories from a certain food—53 percent said they would eat healthier as a result.
Cramer said that visual cues have a better chance of reaching the consumer, although she acknowledged that encouraging proper nutrition and variety was as important as focusing on exercise.
“People find symbols much easier to understand than numerical information,4 and activity equivalent calorie labels are easy to understand, particularly for lower socioeconomic groups who often lack nutritional knowledge and health literacy,” she said. “Given its simplicity, activity equivalent calorie labelling offers a recognisable reference, accessible to everyone.”
Whether or not this becomes a new trend, it has attracted some attention, even among those who don’t think it feasible. Food and Drink Federation Corporate Affairs Director Tim Rycroft said that the idea of activity labels is “certainly worth exploring,” although he called for more research into its effectiveness first, according to New Food Magazine.
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