Flying in the face of the government-sponsored ‘traffic lights’ labelling scheme, the Food and Drink Federation told just-food that it has begun co-ordinating plans for an advertising campaign that will promote the guideline daily allowance (GDA) system of labelling.

The federation, whose members include Kellogg’s, Danone, Kraft, Nestlé and PepsiCo, favours the scheme to the traffic light labelling system backed by the UK government and Food Standards Agency (FSA).

FDF spokesperson Christine Welberry told just-food: “We are looking to do some kind of campaign with our members to make consumers aware of GDA’s and how to use them.”

She added that talks were still very much in development stages and the federation was not able to embellish further at this point.