Helpful, informative food labelling is the most direct way to support our health pledge and we have led the way in helping customers to make healthier food choices. In January 2005 we launched our ‘Wheel of Health’, a colour-coded ‘at-a-glance’ labelling system.

Using a multiple ‘traffic light’ system to show how much fat, saturated fat, total sugars, salt and calories are in a serving of food, the Wheel of Health indicates whether each makes a low, medium or high contribution to the recommended daily intake for an average adult. The system is in line with the Food Standards Agency’s recommendations.

The ‘Wheel of Health’ is now on over 1,600 products and is being rolled out across all our own-brand products, with the exception of staples (e.g. butter and sugar) and children’s products where we do not believe that use of the Wheel would be helpful or appropriate. Our customer research has shown that over 80% of customers see the Wheel of Health as a useful tool, with 79% saying it influences what they buy. Products with greens and ambers on the ‘Wheel of Health’ have shown positive sales trends versus similar products with ambers and reds.