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Kellogg's moves to traffic-light labelling

Merril Boulton ·

Kellogg UK will adopt colour-coded front-of-pack nutrition labelling, commonly known as traffic lights, in the UK.

The cereal and snack giant will voluntarily apply the scheme to labels on breakfast cereal packs made exclusively for sale in Britain, including on some of its biggest-selling cereals: Special K, Coco Pops, Crunchy Nut, Corn Flakes, Rice Krispies and Frosties.

Shoppers will start to see the new labels appear from January 2019, with all packs changed by early 2020.

This move follows Kellogg UK’s decision to undertake a complete redesign of its cereal boxes – the first time it has attempted to change the look and feel of its whole cereal range in one go. So, as these new look packs roll out throughout 2019, their labels will change.

Multilingual boxes shared across a number of European countries, where colour coded labels aren’t well-known, won’t carry the new design. This means almost 80 per cent of Kellogg’s cereals on sale in the UK and Ireland will have colour labelling on the boxes.

Kellogg UK managing director, Oli Morton, said: “Following our announcement late last year to overhaul our cereal in the UK we are now following that up with a new and modern Kellogg pack redesign in 2019.

“As part of this we decided to review our front of pack labelling as for more than a decade we have had black and white icons on the front of our packs. So we surveyed 2,000 people in Britain to ask them about their attitudes towards labelling and what we should do.

“Put simply they said we should change and move to a full colour solution as they want help making healthy decisions, we’ve listened and now we’re acting. After all, just like people, brands evolve their thinking too.”

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