"traffic light" news and stories

The traffic light system is a voluntary food labeling system devised by the British Food Standards Agency to denote with a single glance the levels of fat, saturated fat, sugar and salt in products. While not necessarily intended to let consumers know that the product is health food, it does give them a very fast, clear idea of what they are about to eat. Several supermarkets, including Waitrose and Sainsburys have adopted the program with surprising results: sales of unhealthy foods have dropped and healthier foods have increased.

Why is this working when so many other awareness campaigns have failed in the past, or enjoyed only a very limited success? It seems to be the fact that the labels are hard to ignore. Or rather, it is that they take no effort to read. A consumer doesn't have to spend time trying to decipher a nutritional label or wonder what "48% less fat!" really refers to. They don't have to draw attention to the fact that they want to know the nutritional information, which can be embarrassing for some shoppers.