Masterfoods Western and Central Europe has announced that it will commit to additional on-pack labelling of nutritional information in a move that, the company said, underlines its commitment to health and nutrition.
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Masterfoods has voluntarily agreed to display the number of calories per serving on the front of packaging of branded products, along with the percentage guideline daily amount (GDA) that this represents.
On the reverse of packaging, Masterfoods said that it will also extend its nutritional labelling, providing information on energy, protein, carbohydrates, sugars, fat, saturated fat, fibre and sodium/salt where space allows per portion size and per 100 grams or millilitres.
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“This initiative is an expression of Masterfoods’ commitment to giving consumers information which is meaningful and enables them to make informed and balanced purchasing decisions,” said Pierre Laubies, CEO Masterfoods Western Europe. “Nutritional information can be difficult to understand and we believe that this new approach will genuinely be effective in communicating complex messages in a user-friendly way.”
The initiative endorses the industry-wide scheme recommended by the European Food and Drink Industry Association (CIAA) to the EU Platform for Action on Diet, Physical Activity and Health.
