Waitrose will initially launch traffic light signposting across its range of sandwiches. Then the new format is set to be rolled out to other types of products, including ready meals and pizzas.

Products will be given either a red, amber or green code on the front of each pack according to levels of fats, saturates, salts and sugar per 100g. The colour red will indicate higher levels, amber will show medium levels and green will denote low levels. The red, amber and green bands have been proposed by the Food Standards Agency. The nutritional content of the whole product is also stated clearly on the front of the packaging.

In addition to traffic light signposting, Waitrose is also giving full information on the same key nutrients for the whole product on the front of the pack.

Sandwiches have been selected as the first range to receive traffic light signposting as lunchtime customers generally have limited time to make their selection. Waitrose believes it is therefore important to provide accessible nutritional information at a glance.In addition to the prominent traffic light sign posting on the front of packs, there will still be Guideline Daily Allowances for men and women on the back of packets. These are designed to help customers find out what contribution a particular food is making to their daily diet.

Christian Cull, Waitrose Marketing Director, said: “As a responsible retailer we want to provide the right signposting to help our customers make informed choices about what to eat. When a product is high in saturated fat, for example, it is clearly highlighted. This gives customers the option to balance their daily and weekly intake by reducing saturated fat in other meals."

 “Our customer research indicated that shoppers want an honest, transparent form of signposting which allows them make informed choices – and they want this to be displayed on the front of packs.”