FelicityLawrence

ThursdayDecember28,2006

TheGuardian

1.ConsumersaretobepresentedwithtworivalnewyearadvertisingcampaignsastheFoodStandardsAgencygoespublicinitsbattlewiththeindustryoverthelabellingofunhealthyfoods.

2.TheGuardianhaslearnedthattheFSAwilllaunchaseriesof10-secondtelevisionadvertsinJanuarytellingshoppershowtofollowared,amberandgreentrafficlightlabellingsystemonthefrontoffoodpacks,whichisdesignedtotackleBritain’sobesityepidemic.

3.Thecampaignisadirectresponsetoaconcertedattemptbyleadingfoodmanufacturersandretailers,includingKellogg’sandTesco,toderailthesystem.Theindustryfearsthattrafficlightswoulddemoniseentirecategoriesoffoodsandcouldseriouslydamagethemarketforthosethatarefatty,saltyorhighinsugar.

4.TheUKmarketforbreakfastcerealsisworth￡1.27bnayearandthemanufacturersfearitwillbeseverelydentedifredlightlabelsareputonpackagingdrawingattentiontothefactthatthemajorityarehighinsaltand/orsugar.

5.Theindustryisplanningamajormarketingcampaignforacompetinglabellingsystemwhichavoidscolour-codinginfavourofinformationaboutthepercentageof"guidelinedailyamounts"(GDAs)offat,saltandsugarcontainedintheirproducts.

6.Thebattleforthenation’sdietcomesasnewrulesontelevisionadvertisingcomeintoforceinJanuarywhichwillbaradvertsforunhealthyfoodsfromcommercialbreaksduringprogrammesaimedatchildren.SourcesattheTVregulatorsarebracedforalegalchallengefromtheindustryandhavedescribedthelobbyingeffortstoblockanynewadbanorcolour-codedlabellingas"themostferociouswe’veeverexperienced".

7.Ofcom’schiefexecutive,EdRichards,said:"Wearepreparedtofaceuptoanylegalactionfromtheindustry,butweverymuchhopeitwillnotbenecessary."TheFSAsaiditwasexpectinganonslaughtfromtheindustryinJanuary.SeniorFSAofficialssaidthemanufacturers’effortstoundermineitsproposalsonlabellingcouldthreatentheagency’scredibility.

8.TerrenceCollis,FSAdirectorofcommunications,dismissedclaimsthattheproposalswerenotbasedonscience."WehavesomeofthemostrespectedscientistsinEurope,bothwithintheFSAandinourindependentadvisorycommittees.ItisunjustifiedandnonsensicaltoattacktheFSA’sscientificreputationandtotrytoundermineitscredibility."

9.TheFSAisunderstoodtohavebriefeditsadagency,United,beforeChristmas,andwillaimtoairadsthatare"non-confrontational,humorousandfactual"asacounterweighttoindustry’seffortsaboutthesametime.Theagency,however,willhaveatinyfractionofthebudgetavailabletotheindustry.

10.GavinNeath,chairmanofUnileverUKandpresidentoftheFoodandDrinkFederation,hassaidthattheindustryhasmadeenormousprogressbutcouldnotacceptred"stop"signsonitsfood.

11.AlastairSykes,chiefexecutiveofNestléUK,saidthatundertheFSAproposalsallhiscompany’sconfectioneryandmostofitscerealswouldscoreared."Arewesayingpeopleshouldn’teatconfectionery?We’redrivenbyconsumersandwhattheywant,andmuchofwhatwedohasbeentomakeourproductshealthier,"hesaid.

12.ChrisWermann,directorofcommunicationsatKellogg’s,said:"Inprinciplewecouldneverac