Masterfoods adopts calorie counting labels

Global confectionery company Masterfoods has pledged to roll out new packaging displaying the calorie content of each of its products following pressure on manufacturers to help combat obesity. According to a report in confectionery news.com, Masterfoods said it will roll out the scheme across Europe over the next three years. From this year, Masterfoods will display calorie content as a percentage of recommended daily allowance on the front of each of its European products.

CEO of Masterfoods Western Europe Pierre Laubies said: "Nutritional information can be difficult to understand and we believe that this new approach will genuinely be effective in communicating complex messages in a user-friendly way." In addition to the calorie labels, information will be given on fat, protein, carbohydrates and energy content of the confectionery and consumers will be directed to websites, helplines and leaflets to learn more.