Government makes u-turn on Change4Life kitemark

Public Health England, the government agency, has scrapped plans to introduce Change4Life kitemarks to food packaging.

Change4Life
Change4Life

In a statement, Sheila Mitchell, the director of marketing for Public Health England, said: "We currently have no plans to introduce a Change4Life kitemark on food packaging, however we will continue to explore ways for Change4Life to be used to support consumers in making healthier choices."

It is believed the decision was made following consumer research that showed the public would have little trust in the labels. It is thought the Change4Life kitemarks would clash with the current labelling scheme placed on the front of food packaging, which is designed to be universally recognised.

In April this year, Mitchell told Marketing that Public Health England was looking at "what the right kind of kitemark would be that could add value to manufacturers and service providers and retailers," but that the first deliverable for kitemarks would need to be "put through consumer research".

The decision represents the latest u-turn from the body over Change4Life branding on food products, which was first mooted in 2011.

At the time, supermarkets and food brands were given the green light to exploit the Change4Life branding through in-store marketing, after the government decided to relax its guidance. The plans were later scrapped.

Read the full interview with Sheila Mitchell here.

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