Nutrition labelling is an important tool for enabling consumers to make healthier food choices. As Nomad Foods Europe we believe that we have a responsibility to help consumers make appropriate nutritious choices, and our brands, including iglo, Findus and Birds Eye, have a long history of dedication to such labelling.
As part of our commitment to help consumers make informed food choices, we use clear labelling on pack, including all key nutrients. We also use front-of-pack nutritional labelling where possible, to help advise consumers how much our food contributes to their daily Reference Intakes, and voluntarily label fibre to again assist consumers in making sure they consume a balance of nutrients across the day.
To further help consumers, we use health marks on pack in countries where these exist. For example, we use the Keyhole symbol on our Natural Fish and Vegetable products in Sweden, while selected Finnish Findus products bear the Heart Mark symbol. In all markets as appropriate (legally permitted and familiar to consumers) we label the amount of each of the key nutrients of public health concern – energy, fat, saturates, sugars and salt – in a portion of a product. This helps consumers to understand the role of our food products in their daily diet.
A history of helping consumers make informed food choices
Our household brands have each had a long history of nutrition policies and initiatives, to help consumers make informed food choices, and as Nomad Foods Europe we have a central Nutrition Policy in place as well as a Europe-wide commitment to voluntary on-pack fibre labelling. Here are two examples of our household brands’ dedication to nutritional transparency.
The first Findus Nordics Nutrition Policy was created in 2005, and nutrition labelling was a focus for the brand even before the creation of this policy. Across Europe, consumers are being recommended to increase their fibre intakes for health, and fibre has been voluntarily labelled on-pack on some of our Nordics products since 2002.
In 2013, Findus Nordics decided to voluntarily declare fibre on all products, to aid consumers in monitoring their intakes. We also put national health marks on pack in the Nordics, to better guide our consumers towards nutritious food options.
The Finnish Heart Symbol is based on Finnish nutrition recommendations, and focuses on products lower in fat and sodium. This is included on some of our fish products including Kullanrapeat kalafileet, Rapeaksi paneroidut kalafileet (gluteeniton) and Rapeaksi paneroidut lohileikkeet.
The Keyhole, meanwhile, is used in Sweden, Norway and Denmark, and is based on the Nordic Nutrition Recommendations. This green Keyhole symbol applies to products especially with lower fat and higher dietary fibre contents and is included on products such as Torskfilé, Fiskekaker med blomkål- og pastinakkmos and Just Wok It Mild.
For over 20 years, Birds Eye UK and Ireland has had a strong history of robust nutrition policies and guidelines.
In 1996, they initiated annual Nutrition Audits of their products, to monitor compliance with internal nutrition standards and measure against national nutrition guidelines, and commenced long term salt reduction programs.
In 2002, they changed to sunflower oil, and later to rapeseed, to reduce even further the saturated fat content of products. Rapeseed is currently the lowest saturated fat-containing vegetable fat available.
In 2005, Birds Eye introduced age-group specific salt equivalent labelling, after listening to consumer feedback and entering discussions with the UK Food Standards Agency. This meant that they voluntarily declared salt on pack, to help consumers monitor their intakes, and informed consumers of salt recommended maximums for different age groups.
In 2006, they voluntarily introduced front-of-pack GDA labelling, again to help consumers make informed food choices quickly based on easy-toread nutrition information.
Whilst standard GDAs were for adults, Birds Eye also introduced children’s GDAs on products designed for/significantly consumed by children, to allow parents to make informed food choices when purchasing for their entire family. However, recent legislation only permits adult Reference Intakes to be declared, and therefore they reluctantly had to remove children’s GDAs from their packs.
Today, Birds Eye continues to help consumers make appropriate choices, by voluntarily labelling per portion nutrition information and % Reference Intakes front of pack. By providing % Reference Intakes clearly, consumers can quickly and simply check the contribution of these products to their daily nutrition requirements, empowering them to make informed dietary choices.
> Back to Our Principles