US cereal maker Kellogg has said it will introduce clearer on-pack nutritional information on its products sold in the Republic of Ireland and the UK.

In response to consumer demand, the company said a new easy-to-read nutritional counter will appear on Kellogg packs from the end of this month. It will display information based on Guideline Daily Amounts (GDA).

This counter will be displayed prominently in a bar chart along the top of all Kellogg’s cereals in Ireland and the UK showing total amounts of calories, fat, saturated fat, salt, calcium and iron, total sugars and fibre, in a format that allows people to see exactly what is in a portion of cereal, and how this compares to guideline levels of different nutrients for the entire day.

“The public is now familiar with Recommended Daily Amounts (RDA), which appear on a wide range of food packaging, but these are only a guide to vitamins and minerals whereas GDA are broader and including calories, fat, salt, sugars, etc,” the company said.

The pack will also include a side panel explaining the GDA counter, so that it can be clearly understood and used properly. Kellogg said it is also dedicating one third of the space on the back of the pack to information that encourages a healthy lifestyle, including a balanced diet.

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Martin Paterson, deputy director general of the Food and Drink Federation (FDF), which represents the UK food industry, said the move was evidence of manufacturers’ commitment to ensure the availability of clearer nutritional information.

“We are encouraging members to provide three things on pack where practicable – Guideline Daily Amounts, full nutritional information and salt equivalence as well as sodium. The Kellogg’s initiative is concrete evidence of manufacturers putting those commitments into practice,” Paterson said.