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Kingsmill to introduce Traffic Light Labelling to bakery range

10 December 2013

Kingsmill, the number two bread brand in the UK, will introduce front of pack ‘traffic light’ labelling across its range of sliced bread, rolls, breads of the world and bakery favourites, as part of its pledge to implement the UK Governments’ recommended Front of Pack Nutrition Labelling Scheme.

Kingsmill is committed to ensuring that consumers can make an informed choice when it comes to bakery product purchases, and the new labels will start to appear on pack from January 2014.

Darren Grivvell, Director of Brands at Allied Bakeries explained: “We are dedicated to openness and transparency about the nutritional value of our products. We currently have front of pack GDAs to help consumers enjoy Kingsmill products as part of a balanced diet. This new step to colour code will help consumers see the nutrition information at a glance. For example Kingsmill Soft White bread will be rated as green for sugar, fat and saturated fat, and amber for salt. This may go some way to dispelling the myths that white bread isn’t nutritious.”

Jane Ellison, Public Health Minister said: “Bread is an important staple food in most households, so I am delighted with today’s announcement that Kingsmill products will use the new voluntary front of pack labels. Providing simple and clear nutrient information on all their products will give people what they need to make informed choices quickly.”

The traffic light label shows if a product is high (red), medium (amber) or low (green) in fat, saturated fats, sugar, and salt. These are calculated using the ‘per 100g information’.  Consumer research, carried out by the Department of Health, has found that traffic light labels are received well with consumers and provide them with at-a-glance information to make healthier choices.

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