Kellogg introduces a “traffic light” label on most of its grains in the UK after it has previously refused to do so.
Food companies and retailers voluntarily used the traffic light marking system, since it was officially adopted by the government in 2013.
Labels indicate whether sugar, salt and fat levels are high, medium or low using red, amber and green traffic lights and are based on quantity per 100 g.
Kellogg UK Managing Director Oli Morton said the company decided to adopt a scheme after interviewing 2,000 people, in which consumers said that color coding helps them make healthier eating options.
Mr Morton said: “Simply put, they said that we need to change and go to a full-color solution, because they want to help make the right decisions. We listened and now we act. ”
The food giant said that voluntary labels will start appearing on breakfast bags made exclusively for sale in the UK, including Coco Pops, Crunchy Nut, Corn Flakes, Rice Krispies, Frosties and Special K from January.
The long-term goal is to change all products by the beginning of 2020.
At the beginning of this year, a group of consumers, which one? called for mandatory post-Brexit traffic light marking.
He warned that inconsistent information about popular mature flakes for adults can be misleading buyers about how much sugar, salt and fat they contain.
Analysis of 31 grains, porridge and granola, carried out by its researchers, showed that they can contain more than three-quarters of the daily maximum of free sugars per portion recommended by adults – with a true sugar level, which does not affect the packaging.
Sue Davis, What? strategic policy adviser, said: “Although this is a very positive step from Kellogg, it should apply to all brand products sold in the UK and Ireland, not just 80% of them.
"The government should now use Brexit as an opportunity to introduce legislation that makes marking the traffic lights mandatory as part of an approach based on high food standards and aimed at promoting the health and well-being of the country."
Dr. Alison Tedston, chief nutritionist from Public Health England, said: “Clear information is the basis of a healthy choice, so we are pleased that Kellogg adds a traffic light to its marking on the front of the package.
“This announcement emphasizes the importance of helping consumers make informed choices, and we hope other companies will follow this example.”