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Breakfast Cereals Up Front – Debating the Issue of Food Labelling Presented by Tom Sanders Professor of Nutrition & Dietetics Head of the Research Division of Nutritional Sciences, Kings College London Why is the scheme being introduced

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Breakfast Cereals Up Front –Debating the Issue of Food Labelling

Presented by

Tom Sanders

Professor of Nutrition & Dietetics

Head of the Research Division of Nutritional Sciences, Kings College London

BCIS Breakfast Briefing


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Why is the scheme being introduced

  • Government scheme to improve the overall balance of the national diet

  • Major targets are reductions in the intake of fat, saturated fatty acids, salt and sugar

  • High intakes of salt and saturated fatty acids are linked to the development of cardiovascular disease

  • High and frequent intakes of sugar contribute to dental caries

BCIS Breakfast Briefing


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FSA Consultation on Front of Pack Labelling

MTL

CGDA

BCIS Breakfast Briefing


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What are the differences between the options being proposed?Multiple Traffic Lights

  • Cut offs are based on the amounts of nutrients per 100g food

  • All foods use the same cut-offs

BCIS Breakfast Briefing


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Cut-offs for multiple traffic lights

BCIS Breakfast Briefing


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Where the portion provides more than the amounts below then the food should be labelled high

Based on 30% guideline dietary amount

BCIS Breakfast Briefing


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Coloured Guideline Dietary Amounts the food should be labelled high

  • Based on the amounts a serving provides in relation to the Guideline Dietary Amount

  • GDA for sugar is provisional

BCIS Breakfast Briefing


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Proposed application the food should be labelled high

BCIS Breakfast Briefing


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WHICH QUICHE IS HEALTHIER? the food should be labelled high

A

Quiche

B

Reduced fat quiche

BCIS Breakfast Briefing


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WHICH CHEDDAR IS HEALTHIER? the food should be labelled high

A

Cheddar

B

Reduced fat cheddar

BCIS Breakfast Briefing


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Multiple Traffic Lights the food should be labelled high

CGDA

Slice of toast, butter and marmalade

BCIS Breakfast Briefing


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How do the schemes compare with breakfast cereals the food should be labelled high

BCIS Breakfast Briefing


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Conclusions regarding the comparisons between MTL and CGDA the food should be labelled high

  • MTL unfairly mis-classify breakfast cereals with many being indicated as high in fat, salt and sugar

  • CGDA show breakfast cereals mainly in the low or medium category with none in the high category

BCIS Breakfast Briefing


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What’s wrong with MTL the food should be labelled high

  • It does not take into account how much of a food is consumed (except where large amounts are consumed)

  • It does not take into account the varying amounts of water in food and so penalises dry foods such as cereals

BCIS Breakfast Briefing


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The Times 28 the food should be labelled highth February

BCIS Breakfast Briefing


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What’s missing the food should be labelled high

  • Energy content per portion

  • Recommended portion size

BCIS Breakfast Briefing


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Super Bowls: Serving Bowl Size and Food Consumption the food should be labelled high

BCIS Breakfast Briefing


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Average portion 31g the food should be labelled high

BCIS Breakfast Briefing


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Energy content of breakfast cereals the food should be labelled high

  • A typical serving (30-45g) of breakfast cereal (excluding milk provides) about 190 kcal (range 160-230 kcal)

  • Breakfast cereals served with semi-skimmed milk are low energy meals that provide about a fifth of the micronutrient requirements of children

BCIS Breakfast Briefing


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Reductions in salt levels in breakfast cereals the food should be labelled high

  • Members of the Association of Cereal Food Manufacturers (ACFM) have achieved a 33% reduction in salt from 1998 to 2005.

  • On average contain less than 0.4g of sodium per 100g (1g salt/100g).

  • Portion sizes vary from ~30g to ~50g depending on the type of cereal

  • Breakfast cereals are not a significant source of salt in the UK diet as they typically provide 0.3-0.5g salt per day compared with an average UK intake of 9-11g/d

BCIS Breakfast Briefing


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Summary the food should be labelled high

  • Traffic lights don’t help consumers build a balanced diet, are based on unrealistic 100g portions and don’t facilitate choice

  • GDAs help people understand what they should be aiming for and how products build towards that (and consumers like them)

  • Cereals are the lowest calorie, most nutrient dense breakfast choice in the UK and should be encouraged

BCIS Breakfast Briefing


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