Front of Pack Food Labelling: Impact on Consumer Choice (FLICC)
Funder: National Prevention Research Initiative
Project dates: Jan 2012 – Jun 2016
The FLICC project was a collaboration led by the CPNP with researchers from the University of Surrey, Queen’s University Belfast and the University of Auckland. The project investigated how people use front of pack colour-coded food labels, commonly called ‘traffic light’ labels because red, amber and green are used to indicate high, medium and low levels of nutrients in foods.
The FLICC project included reviews of the literature; qualitative research which investigated people’s behaviour during supermarket shopping using wearable cameras; discrete choice experiments to explore the relative weighting that people put on the different colours and nutrients in traffic light labelling; and a pilot randomised controlled trial of a web-based intervention aimed at changing shopping behaviour by providing tailored feedback (amongst other behaviour change techniques) on traffic light labelling of previous purchases. The trial was completed in December 2015.