Why have Coca-Cola and United Biscuits refused traffic light labelling?
16 July 2013
Green is good, red is bad and amber is somewhere in between: the government's new traffic light labelling system is designed to make it easier for consumers to see at a glance how much salt, fat and sugar is in 100g of their favourite snack.
It's hard to tell whether refusing to use traffic light labels will harm brands until we know how consumers respond to the scheme, said Clive Helm, a senior lecturer in marketing and brand management at Westminster Business School. "If it becomes popular there is a danger that it could harm brands that don't sign up," he said. "Big brands are not immune to consumer pressure and they can be vulnerable if they do not keep up with changing preferences."
Read Clive Helm's full interview about the subject for The Guardian.
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