Birds Eye to roll out labels to all lines by end of year

Birds Eye to roll out labels to all lines by end of year

Nomad Foods is to put the UK's traffic-light nutrition labels on all Birds Eye products it sells in the country by the end of the year.

"With the adoption of the Traffic Light system, we hope to take Birds Eye, and the frozen category, to a place where frozen is seen as, and understood to be, nutritionally as good as fresh," Steve Challouma, the marketing director for Birds Eye, said.

The labels, which are used voluntarily, were unveiled in 2013. Mars Inc, PepsiCo and Premier Foods plc were are among more than the first wave of 20 food makers and retailers to agree to adopt the front-of-pack labels.

Since then, other manufacturers, including Associated British Foods' UK bread arm Allied Bakeries and UK-based breakfast cereal supplier Weetabix have also introduced the labels. However, not every food manufacturer in the UK uses them.

The labels show the amount of energy - presented in kilocalories and kilojoules - fat, saturated fat, salt and sugar contained in food.

The information is presented as "reference intakes" - formerly known as Guideline Daily Amounts, or GDAs - and shows how much of the maximum daily intake a portion accounts for.

The labels use a red, amber or green colour-coding system, based on the level of a nutrient per 100g, not per portion - unless the amount in a portion exceeds 30% of the reference intake.