18 Jul 2013 UK: Numbered days for cynical guilt lanes at supermarket tills?
British supermarkets and newsagents are to be told to abolish so-called ‘guilt lanes’ which see shoppers tempted with fattening sweets and treats at checkouts.
Public health minister, Anna Soubry, told the Daily Mail cynical store layouts were particularly difficult for parents with young children, adding: ‘Retailers should make it easier for us to make the right choices, not harder.’
The Department of Health is drawing up plans for a new industry code of practice on the marketing of products high in fat, sugar and salt.
It will call on stores to commit to changing layouts to end ‘guilt lanes’, ending cheap multi-buy deals on fattening products, and a commitment to spend a fixed proportion of their marketing budgets on promoting healthier options.
The new code may also restrict the use of cartoon characters, aimed at youngsters, on unhealthy products.
The Government has also negotiated plans for a ‘traffic light’ labelling system on the front of packaging that will indicate the levels of fat, sugar and salt.
Ministers say they want to focus on voluntary ‘responsibility deals’ with retailers rather than imposing ‘nanny state’ measures in law.
All major supermarkets have already agreed to try to stamp out trans fats from their products and 70% of retailers are committed to reducing salt in certain categories of food including bread and soups.
Since it launched the responsibility deal approach in 2011, ministers have struck agreements with stores that mean 70 per cent of fast food and takeaway meals sold now have calories clearly labelled.
All of the major supermarkets have committed to removing artificial ‘trans fats’ from their products, and over 70 per cent of the retail market and over half of the major high street and contract caterers are committed to further reductions in salt in over 80 categories of foods – such as bread, soups, cereals and pasta sauces.
More than 30 major alcohol companies have committed to removing a billion units from sale. The initiative, which includes brands such as Echo Falls, First Cape and Heineken will see a greater choice of lower strength alcohol products and smaller measures by 2015.