We recently reported that Action on Sugar had criticised cereal brands for failing to include Department of Health endorsed, colour coded traffic light, front of pack (FOP) nutrition labelling, despite some products containing levels of sugar that would equate to a red label.

At the time, Weetabix was quick to remind customers that it has all-green traffic lights on its Weetabix Original, Weetabix Protein and Ready Brek packaging, having introduced the traffic light labelling system to its cereal packs in 2016.

And last week, fellow cereal giant Cereal Partners Worldwide (CPW) announced plans to adopt the labelling on Nestlé Breakfast Cereals in the UK, with the full roll out expected to be completed by early 2018.

Gharry Eccles, UK regional vice president of CPW, says, "We have provided consumers with clear nutritional information in a monochrome format on front of pack for many years. The decision by CPW to adopt colour coded labelling in the UK aligns the Nestlé cereals range with what has become the common UK labelling scheme. It is also in line with other Nestlé products in this market, providing consumers with a consistent approach to nutrition labelling in the UK."

The brand has already been in the news this year with its commitment to nutrition, having announced that Nestlé Breakfast Cereals would see a reduction of a further 10 per cent in the average sugar content across the range by the end of 2018, in addition to the 15 per cent reduction already achieved since 2010.

Action on Sugar has now welcomed the labelling move from CPW.

Jenny Rosborough, campaign manager at Action on Sugar, says, "In August 2017, Action on Sugar exposed many branded food companies who are deliberately deceiving consumers by choosing not to use colour coded nutrition labelling on their cereal packs.

"We welcome todays announcement that Nestlé Breakfast Cereals in the UK will begin to carry the UK governments colour coded labelling from October and we now expect all other food companies to comply.

"Clear labelling is essential to enable consumers to make informed choices."