Recent research has shown that very few consumers understand the current traffic light system being used front of pack in the UK. Quinola are opting instead to use the Nutri-Score on their re-branded Quinoa Grains range and will be one of the first companies to do so in the UK.

First launched in France in 2017, the Nutri-Score system grades foods from A to E according to their overall nutritional quality and is currently used across 7 European countries. Consumers intuitively understand this label and so it helps them navigate to healthier choices. No system is
perfect, but the Nutri-Score is a major step forward in helping the shopper navigate products and cut through misleading health claims on pack.

• Consumers don't understand the current traffic light system
• Consumers need a simple way to inform healthier choices

In re-branding their Grains range Quinola believe the Nutri-Score is the best on pack indication of health benefits, demonstrating yet again Quinola's progressive vision on food and building on their mission to Make Eating Right, Easy. Research fellow at Stirling University, Dr Nathan Critchlow advocates for the Nutri-Score, as “a good example of simple and clear presentation”. Similarly, Tam Fry, of the National Obesity Forum, has described research into the benefits of the Nutri-Score as “excellent” and said the UK should have implemented Nutri-score over a decade ago.

Since 2013, the UK has used the 'Traffic Light' system which uses red, amber and green to signify low, medium and high amounts of energy, fat,  saturated fat, sugars and salt in a food product. However, recent discussions and research has shown that these are poorly understood by the consumer, resulting in confusion over the relative health benefits of a product. There is no perfect way of simply communicating the relative healthiness of a food product, but Quinola feels that the Nutriscore is a big step in the right direction and have therefore chosen to use it over the traffic light system. Morrisons has also recently announced that it will be using a Nutri-Score inspired front of pack label on over 600 own label products, to be rolled out later in the year, based on similar consumer insight.

This rebrand will also see the launch of Quinola's first fully recyclable packaging. Committed to always improving, Quinola's new grains packaging is made of a single material soft plastic that can be recycled in supermarkets across the UK. The grains in the packs themselves are Peru's finest.

Grown organically and Fairtrade certified, Quinola ensures that farmers receive a minimum price for their quinoa, which acts like aminimum wage for small hold farmers that are usually exposed to unfettered market prices, thatcurrently do not provide sufficient income to live decently. The grains are also packed in adedicated workshop in France that provides employment to people with learning difficulties,currently employing 21 staff.

[1] https://www.thetimes.co.uk/article/stirling-university-team-leads-call-for-greater-clarity-onconfusing-junk-food-adverts-7872lkd2q

Contacts:

Leonie Hodgkin, Communications & Consumer Marketing Manager
leonie@quinola.com, +44 7309 689845

James Livingstone-Wallace, Founder
james@quinola.com, +33 (0)6 38 63 17 76

Pierre Ruffi, Sales and Operations Director
pierre@quinola.com, +33 (0)6 59 59 49 23