The UK government has decided not to push ahead with proposals to establish a Change4Life kitemark.

Public Health England confirmed there are “no plans” to introduce a kitemark on food packaging. The government department, which is responsible for the Change4life scheme, had previously muted the possibility of introducing a label to assist consumers in making healthier choices.

The move to drop the mark comes amid concerns it could clash with the newly-introduced front-of-pack nutritional labels.

It is the second time plans to add Change4Life branding to food products have been scuppered. In 2011 food brands and supermarkets were given the green light to use the health body’s branding, permission that was later withdrawn.