What are shoppers looking for?
The Daily Intake Guide is a simple way for food and drink manufacturers to help their customers make informed dietary choices.
Consumers want simple information about their food and drink that helps them understand:
- what a serve size is
- how foods and drinks fit into their diet
- how best to meet their nutritional and energy needs
Research underaken on behalf of the Australian Food and Grocery Council in June 2008 shows:
- Uptake in awareness of the Daily Intake Guide
Almost three in four Australian consumers surveyed (74 per cent) say that they have heard of the Daily Intake Guide.
- Belief that the Daily Intake Guide is easy to understand
Two in three Australian consumers surveyed (66 per cent) say that they believe that the Daily Intake Guide is easy to read and understand.
- Belief that the Daily Intake Guide helps in making a purchasing decision
Almost three in five Australian consumers surveyed (58 per cent) believe that the Daily Intake Guide provides the type of nutritional information needed to help decide whether to buy a product.
- Uptake of the Daily Intake Guide
More than one in three Australian consumers surveyed (35 per cent) have used the Daily Intake Guide to make a purchasing decision.
What is Daily Intake Guide Labelling?
The Daily Intake Guide is a voluntary front-of-pack labelling scheme adopted by the food and beverage industry to make it easier for consumers to make informed dietary choices.
The Daily Intake Guide is the presentation of 'thumbnails' on a product’s packaging, which indicate the amount per serve for energy and nutrients (protein, carbohydrate, sugars, fat, saturated fat and sodium) and the percentage of daily intake these represent per serve.
This labelling makes it easy for consumers to see the relationship between a serve of food and their daily requirements. In line with the Food Standards Code, the daily intakes amounts in the thumbnails are based on those for an average adult diet of 8700KJ, including food and drink.
It was developed by the Australian Food and Grocery Council in consultation with a range of stakeholders, including the Dietitians Association of Australia.
Make the committment & Get on board!
The scheme is backed by Australia’s leading food and beverage companies as well as McDonald’s, Metcash, Woolworths, Coles, and Franklins. It is currently used by hundreds brands and appears on thousands of products across a large range of food and beverage categories.
The Daily Intake Guide labelling scheme may be used for any type of food – packaged, fresh value-added or fresh, but on some foods it may be inappropriate, particularly where they provide low levels, or no nutrients at all.
Companies wishing to adopt this scheme may do so free of charge. However, in choosing to adopt the scheme companies must apply it according to the provisions outlined in the Code of Practice for Food Labelling and Promotion.
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