Front-of-pack nutrition labelling in New Zealand: an exploration of stakeholder views about research and implementation

Issue addressed: Front-of-pack (FOP) labels are identified as a way to encourage healthy food choices and good nutrition, factors critical in promoting health. New Zealand and Australia are currently considering policy on front-of-pack labels. This research aimed to identify the challenges associated with implementing a front-of-pack nutrition labelling policy in New Zealand and with designing research to determine its likely effect. Methods: A strategic sample of key stakeholders with knowledge of food labelling from New Zealand and Australia participated in the research. The 17 participants included five food industry representatives, six policy makers, and six representatives of non-governmental organisations. Results: Several key themes emerged including support for front-of-pack labels from key food industry, policy and NGO stakeholders because of potential for better informed consumers, changes in consumer behaviour and reduction in chronic disease. Barriers to front-of-pack labelling included limited evidence upon which to make decisions, lack of agreement on the label format, and the clash of values between 'profit driven' industry and public health. There is a high level of agreement about the need for real-life research on the effectiveness of FOP labelling. Conclusions: The introduction of consistent, comprehensive front-of-pack nutrition labelling in New Zealand has the potential to assist in the effort to promote healthy eating. This research suggests agreement on front-of-pack labels may not be easy to achieve.