The majority of Tesco's customers prefer a combination of traffic light and Guideline Daily Amount labelling to plain GDAs, according to a study by its arch rival, Asda.

Britain's second largest supermarket carried out "extensive consumer research" before announcing this week that it was to introduce a front-of-pack nutrition labelling system that combined the two systems currently dividing the grocery industry.

Tesco is leading the charge for non-colour coded GDA labelling alongside powerful suppliers including Masterfoods, Kraft, Kellogg and PepsiCo.

The Food Standards Agency and Sainsbury's, among others, support the traffic light system.

Asda's research showed 64% of Tesco shoppers favoured its combined labelling scheme, which will now be rolled out in September.

A Tesco spokesman said: "The research we have done strongly supports our system."