More than 200 of those lines will have the new healthy eating 'wave' symbol, which will highlight products that meet strict nutritional guidelines for fat, saturates, salt and sugar. Hundreds of other products will also receive labelling to highlight their one key nutritional benefit. These will include health messages such as 'a good source of fibre', '1 of 5 a day', 'low salt' or 'contains wholegrain'.
The healthy eating wave, which is similar to the eat-well logo used by Marks & Spencer, will feature on products ranging from cereals and bread containing wholegrain, reduced-fat cheese and meat to fibre-rich pasta. The criteria are based on either a percentage of GDAs for example, less than 30% of the GDA for fat, satfat and sugar per serving for products such as ready meals or 'reduced' claims such as 30% less fat for hard cheeses. All products will meet FSA guidelines for salt.
"The launch of our new healthy-eating labelling is about making it easier for our customers to see what the healthier option is at a glance," said Tesco marketing director Carolyn Bradley. "On more than 700 of our products, the clear and simple design stands out on shelf and acts as a flag for customers, telling them whether a product has a health benefit or if it is one of the healthier products in our range."
Tesco has been working on the project for the past six months and is expecting to extend the scheme to product launches.