16/10/2008 ¦ Minister launches campaign to promote consumer understanding of food labels
Minister for Agriculture, Fisheries and Food, Brendan Smith TD, today launched an industry-funded, nationwide information campaign aimed at helping consumers to understand more about the new Guideline Daily Amount (GDA) food labelling system.
GDA labels are a guide to how much energy (calories) and key nutrients (sugars, fat, saturates and salt) the average healthy person needs to have a balanced diet. Their on-pack presence has achieved significant critical mass in the Irish market in 2008, with more than half of all branded packaged food and drink products and almost all participating supermarket own-label branded products now displaying the system front of pack.
A major information campaign will take place in the top 25 Tesco stores across the country this weekend. This in-store event is aimed at boosting consumer awareness and understanding for the GDA guide labelling system.
Welcoming the initiative at the launch in Tesco, Merrion Centre, Dublin, Minister for Agriculture, Fisheries and Food, Brendan Smith TD, said: “We have a well educated population who are keenly aware of the need for a balanced diet and the value of good nutrition in providing that balance for good health and well-being. In my view the increased use of GDAs will provide invaluable information to consumers in relation to the key nutrients that the average person needs in order to have a balanced diet. Small steps can lead to big changes in lifestyles. GDAs make it easier for people to select and enjoy a mix of foods suited to their individual needs.”
According to Patricia Harte, Corporate Responsibility Manager, Tesco Ireland: “At Tesco we are proud supporters of the GDA labelling system, so much so it’s now available on over 5000 of our own Tesco products. We believe GDAs are based on sound science, are easy to use and are a practical and simple way for consumers to choose healthier products. We look forward to welcoming the GDA promotional campaign into our stores this weekend and hope that customers will benefit from the information.”
Dr Louise Sullivan, Senior Executive for Consumer Foods with Food and Drink Industry Ireland (FDII), whose member companies have funded the campaign, said: “The investment made by our member companies in putting GDA labels on pack and in helping consumers to understand how to use them has been significant. We have given consumers the information to make better food choices through the new product labels. The campaign will help people use this information to the best possible effect.”
Notes to editor:
For more information, consumers can log onto www.gdaguide.ie or visit www.fdii.ie to register for a free copy of our handy information booklet, GDAs-the facts.
17 of the top food and drink companies have invested €400,000 to promote the GDA guide and explain to consumers how to use it effectively. The initial phase of the campaign commenced in June 2008 with press, radio and on-line advertisements and was followed by a second burst of advertising in September. A consumer website has been developed (www.gdaguide.ie) to support the campaign, along with a comprehensive information booklet, which consumers can order by visiting www.fdii.ie.
Companies supporting the GDA promotion campaign, include: Batchelor’s, Britvic Ireland, Cadbury Ireland, Coca Cola Bottlers Ireland, Danone Ireland, Glanbia Consumer Foods, GlaxoSmithKline, Green Isle, Jacobs Fruitfield, Kellogg Company of Ireland, Kepak Convenience Foods, Kerry Foods, Kraft Foods, Largo Foods, Mars Ireland, Nestle Ireland, PepsiCo, Premier Foods,
Unilever Ireland.
For more, please contact: Louise Sullivan, Senior Executive, Consumer Foods, tel 086 173 4066.
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