Food labels to be made simpler to prolong product life and increase redistribution

Food labels to be made simpler to prolong product life and increase redistribution

Shoppers will be given a simpler, more consistent range of storage and date advice on food packaging after new WRAP guidance presented a new industry standard for date labelling and storage advice used by food manufacturers and retailers.

Two million tonnes of food are wasted every year in UK homes simply because it is not used in time, and research from WRAP suggests that a third of this is down to how shoppers interpret date labels currently used on packaging.

Among the changes added to the new guidance is the simple addition of logos alongside text, which research suggests consumers find easier to understand than text on its own. It calls for the ‘Snowflake’ logo (suitable for freezing) to be reinstated where it may have been removed and also introduces a ‘Little Blue Fridge’ logo (right) for foods that would benefit from being kept in the fridge. WRAP also says that no other reason should warrant a ‘Use By’ date and that ‘Best Before’ dates should be increasingly used as foods can still be redistributed after this date has passed as long as it is fit to eat. The guidance also helps demonstrate that it’s perfectly legal to do so, which currently not all organisations are clear about.