The government has revealed that a second wave of suppliers have agreed to sign up to its new hybrid front-of-pack labelling system and said it is confident that more than two thirds of pre-packed products will be covered under the scheme by next year.
A report by the Department of Health this week revealed that a raft of large and small suppliers have privately agreed to join the controversial scheme, which, despite the backing of all the major supermarkets when it launched last June, has been struggling to reach critical mass with suppliers.
Coca-Cola, Mondelez, United Biscuits, Unilever, Kellogg’s and Dairy Crest were among the refusniks when the DH launched the labels last June, despite other companies such as Mars, Nestlé, PepsiCo and Premier Foods committing to carry them.
The DH said talks had been ongoing to persuade other suppliers to make up the second wave and said that dozens of companies were now lined up.
“The DH is aware of a number of smaller and larger businesses wishing to use the new scheme that are unlikely to make public declarations of their intentions,” said the report. “It is therefore difficult to quantify take-up, but based on the 31 companies that we know of, our best estimate is that nearly two-thirds of pre-packed goods in the UK will show the new labels next year.”
The government said some of those considering the scheme had first chosen to concentrate on the mandatory labelling changes required by the EU as part of its Food Information Regulation (FIR) by 13 December this year, but that they would also include the hybrid labels on pack as part of the subsequent changes.
“People are starting to see this system becoming more familiar with consumers and I think they now feel more confident in joining,” said BRC food director Andrew Opie.
“It is important that there is consistent labelling. We are already seeing this in areas where own label is strong such as pizza or ready meals.”
The Grocer understands that the government will not require companies that agree to adopt the system to sign up to the Responsibility Deal pledge on front-of-pack labelling, or to agree to promote the scheme.
One supplier source added: “Many companies will be mostly focusing on being FIR complaint in the first instance before they worry about adopting hybrids. Some will get on with introducing the DH labels as soon as possible, others will want to adopt it at their next labelling review for the line or category concerned.”
Last month, a survey carried out by YouGov on behalf of the Chartered Institute of Marketing of more than 2,000 consumers and executives at more than 100 food and drink companies found the system was causing widespread confusion among consumers, with many misinterpreting the labels, sparking fears that the system has demonised products high in salt, fat or sugar.
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