ASDA to implement new nutrition labeling system

by Keith Nunes
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LEEDS, UNITED KINGDOM — ASDA, the U.K.-based subsidiary of Wal-Mart Stores, Inc., Bentonville, Ark., is introducing a new food nutrition labeling system on the chain’s private label brands. The new labeling effort will include both a traffic light symbol that will use the colors green, yellow and red to indicate the levels of sugar, fat, salt, saturated fats and calories in each product as well as the guideline daily amount (G.D.A.) for each.

"Our new nutritional labeling system is the common sense solution to something that shoppers can find very confusing," said Andy Bond, chief executive officer of ASDA. "It’ll give our customers the best of both worlds, the simplicity and transparency of the traffic light labeling system alongside the more detailed G.D.A. information some customers demand."

The retailer expects the first products featuring the new system to reach stores in September and the project to be completed by the end of the year.

Dawn Primarolo, health minister for the U.K.’s Food Standards Agency, said, "We welcome this move by ASDA. It’s great news for consumers who can find nutrition labeling on food confusing."

The company also announced it is replacing aspartame in its private label low calorie products with sucralose.

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