Blog: No fat, no VAT

Catherine Sleep | 10 January 2006

A new fastfood chain has put its money where its mouth is and introduced the nutrition traffic light system advanced by the Food Standards Agency. Fresh Italy, which currently has just three branches but plans to open at least six more this year, takes into account fat (content and type), sugar, salt and calorie count in its green, amber and red symbols.

The chain is positioning itself firmly on a health platform, and to get the message across it is running a ‘No fat, no VAT’ promotion this month, when green and amber dishes are charged free of VAT. Neat idea.

Less transparent but doubtless appealing is the fact that, while cappuccino and latte retail at a very reasonable £1 per cup, espresso comes free. What, do they reckon customers need the quick energy boost they’re not getting from the low-sugar foods?

Fresh Italy


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