As reported by this blog, an experiment in the cafeteria of Mass General Hospital showed that custom labels can have a great impact on the choices that consumers make. The experiment involved using a “traffic light” system to inform individuals on the health benefits and detractors of certain foods.
The healthier foods were given green lights, foods heavy in salts and fats were given red lights and those with more moderate ratios were given a yellow.
While this may have only been an experiment at Mass General – which showed that consumers, when told, are more likely to lean toward healthier choices – it is becoming a reality at Tesco, the UK’s largest supermarket chain.
“It is great news that, after years of delay, Tesco’s customers will at long last benefit from traffic light food labels, allowing them to judge how healthy or unhealthy food products are at a glance,” said Charlie Powell, campaigns director of the Children’s Food Campaign, to the Telegraph.
While Tesco has used a “guideline daily amounts” system since 2005, showing percentage of salts, sugars and fats in a product for customers, it has refrained from using the stop light system unlike some of its competitors. The company’s rivals – Sainsbury’s, Asda and Marks & Spencer – have used a type of labeling system for years now, says the source.
While the move toward implementing a “traffic light” system was welcomed by health and obesity experts, it was seen by some observers as “demonizing” foods for having high levels of salt and fat.
In addition, Powell has prompted the government to recommend a “consistent traffic light format” across all food labels in the UK.
It’s clear that more consumers want to be better informed about their decisions. If any local grocers, retailers or producers wish to provide the same service as Tesco, they may want to use a Primera LX900 series color label printer.