Traffic light labelling

Scientists are working with The Co-operative Group on how shoppers could be trained to use the Department of Health’s front-of-pack traffic light labelling system, amid fears it is confusing consumers.

Experts claim despite the rollout of the scheme across all the major supermarkets, many consumers still do not know how to use the labels or do not realise they exist.

In a pilot later this year by the University of Surrey working with The Co-op, experts will analyse the purchasing decisions of shoppers using wearable cameras, and compare the behaviours of those given special training on how to use the labels and those who are not.

“We’re focusing on ready meals and pizzas in this study because it’s a category where there’s really a need for labels to help people make those informed choices,” said Monique Raats, director of food, consumer behaviour and health at the University of Surrey.