Sir; With the FSA and the FDF launching respective advertising campaigns this month, some would have us believe that the food labelling debate is becoming increasingly polarised and is confusing consumers. At McCain, we believe the current debate is raising awareness of what people put in their mouths and quite rightly asking manufacturers to raise their game. Consumers aren't stupid and this new focus on labelling means they are getting more information than ever before.

As the first and only manufacturer to adopt a combined FSA traffic-light scheme and Guideline Daily Amounts format on all packs, we now occupy a unique position within this debate. Last year, we made the decision to use both label formats on all of our retail products based upon extensive research among our consumers, the majority of whom said they wanted to see both formats on pack.