Magazine article Marketing

Kellogg Declares GDA 'Victory'

Magazine article Marketing

Kellogg Declares GDA 'Victory'

Article excerpt

Kellogg has urged proponents of traffic-light nutritional labelling to concede defeat following the widespread adoption of guide-line daily amounts (GDAs) by European and UK food manufacturers.

Managing director Greg Peterson said it was time to stop 'rehashing' the arguments in the labelling debate because GDAs are now displayed in 27 European states, while 91% of UK consumers are aware of them.

He added that GDAs, the system used by Kellogg on its packaging, was the favoured choice of the majority of the food industry.

According to Peterson, 60% of consumers use GDAs to ascertain a product's nutritional content. Of those, 96% said the system had helped them choose a product lower in fat or salt.

'Let's end the debate around GDAs. Let's move away from it,' he said at Kellogg's annual press conference last week. 'Frankly, consumers are using the labels they see out there now,' he added.

The Food Standards Agency, which designed the traffic-light system, has commissioned research into both schemes, but no result on this is expected until 2009.

Separately, Kellogg has signed double Olympic champion Dame Kelly Holmes to front its pounds 2m 'Wake up to breakfast' campaign. …

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