Sainsbury's CEO Justin King has branded the GDA nutritional labelling favoured by rival Tesco as “misleading”.

In an interview in The Daily Telegraph, King urged the food industry to back the government's traffic-light food labelling scheme. Sainsbury's own scheme, its 'Wheel of Health', is based on the traffic lights concept.

He added: “Everyone involved in this industry should be focused on helping customers make healthy choices. GDA labelling does not help the vast majority of consumers make a change in their diets.”