Why we need traffic light labelling for ultra-processed foods

In a critical moment for public health and policy, the House of Lords Food, Diet, and Obesity Committee last month called for more effective, transparent strategies to address the UK’s rising obesity crisis.

Their recommendations highlight a key challenge: the need for clear, actionable food labelling. As discussions over ultra-processed foods (UPFs) gain momentum, there is an urgent lesson we can draw from HFSS regulations. Having spoken to many production and retail experts about this topic, it’s clear we must work together to streamline food labelling, rather than adding to the complexity.

One of the key HFSS successes was the traffic light labelling system, which has become a familiar guide for consumers. It’s clear and intuitive, allowing split-second decisions about what goes into shopping baskets.

As public concern shifts to UPFs, we must avoid layering additional, complex labels on top of traffic lights. Instead, we must build on what consumers already know and trust. An adapted traffic light system that includes UPF indicators would allow consumers to understand food profiles holistically, without wading through separate, potentially conflicting classifications.

One of the concerns of the House of Lords Committee is that consumers will equate UPFs with HFSS products. This would mean many foods are mislabelled as unhealthy.

Not all UPFs are ‘bad’, but consumer confusion over processing has created an all-or-nothing perception. To address this, we need a labelling system that accommodates the diversity within UPFs, distinguishing health-focused products from those that prioritise affordability without painting the entire category with the same brush. With a more tailored approach, we can support informed choices that reflect the true nutritional value of each product.

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Industry innovation will be essential in helping to shape the future of consumer health and food products. Challenger brands have a unique opportunity to scale, adapt, and lead in this space, pioneering marketing strategies that bring better, more exciting products to consumers.

The challenge lies in striking a balance: creating innovative products that not only deliver on taste and quality, but also clearly communicate their nutritional value. These products must remain accessible to the everyday consumer, hitting the right price point while maintaining appeal.

Brands like Modern Baker have made strides in bread manufacturing innovation, and exemplify the potential for scaling impactful changes across a wider market. This is how broad, meaningful progress can be achieved in transforming the food landscape.

As the government and industry move to address the Committee’s findings, one thing is evident: empowering consumers requires clarity, not complexity. By adapting and refining the familiar traffic light system, we can bring UPFs into the conversation without overwhelming the public with yet another labelling scheme.

Our path forward hinges on providing consumers with clear, unified guidance. Only then can we hope to fix a broken system.