Kellogg is to adopt colour coded front of pack nutrition labelling, commonly known as traffic lights, in the UK. The company will voluntarily apply the scheme to labels on breakfast cereal packs made exclusively for sale in Britain, including on some of its biggest selling cereals: Special K, Coco Pops, Crunchy Nut, Corn Flakes, Rice Krispies and Frosties. Shoppers will start to see the new labels appear from January 2019, with all packs expected to be changed by early 2020.
This move follows Kellogg UK’s decision to undertake a complete redesign of its cereal boxes – the first time it has attempted to change the look and feel of its whole cereal range in one go.
Multilingual boxes shared across a number of European countries, where colour coded labels aren’t well-known, won’t carry the new design. This means almost 80 per cent of Kellogg’s cereals on sale in the UK and Ireland will have the new colour labelling.
Kellogg UK MD Oli Morton says: “Following our announcement late last year to overhaul our cereal in the UK we are now following that up with a pack redesign in 2019. We have had black and white icons on the front of our packs for more than a decade but now we are moving to a full colour solution.”
Kellogg UK’s decision to change its front of pack labels follows substantial work to overhaul its breakfast cereals, including reducing sugar by 40% in Coco Pops and 20% in Rice Krispies, removal of artificial colours and the launch of no added sugar and vegan friendly foods