Pilot project on voluntary food labelling traffic light colors - green, yellow or red - depending on the content of salt, sugar and fatty acids will start in Russia on Friday. First, this marking will appear on ice cream produced by the company "Unilever Rus". The official start of the project will give the head of Rospotrebnadzor Anna Popova at one of the Moscow shops "the Crossroads".

As noted in Rospotrebnadzor, who initiated the project, the selection of the first product, the label of which is marked by chance - the ice cream is a favorite children's treat. And the ability to convey to parents and children the most complete information about the composition of this product in the international children's day is quite symbolic, according to the authors of the project.

As follows from the materials of the CPS, red color is designed for products with a high content of salt, sugar and fatty acids, yellow - for products with an average content of these substances, green - low. "Unilever Rus" (brands "Mogul", "the Gold standard", "Экzо" and others) have placed on the packaging of their brands of ice cream labeled with detailed information about the absence of TRANS fats, and the amount of fat, sodium and added sugar in terms of 100 g of product and the corresponding color indication. Such labeling is already introduced by the company on the products sold in Western markets.

"Unilever was one of the first in the Russian market have introduced enhanced labelling for 95% of the names of their food products indicating the caloric value and the content of seven kinds of nutrients in terms of individual portion. Participation in the pilot voluntary labeling "Traffic light" range of low calorie ice cream that represents a healthy alternative desserts for us - a unique opportunity to test how the consumer can perceive the nutritional value per 1 serving and 100 g of ice cream and how he is in principle willing to revise your daily diet," commented Vice President of corporate communications at Unilever Irina Bakhtin.

It is planned that the experiment will be connected and the other producers when their power will be ready. Ready for the middle of June to apply for voluntary labeling of their products to Rospotrebnadzor has informed the producers of dairy products and poultry.

The reasons for the experiment

The initiative of such labeling is dictated by the concern of the CPS high growth of diseases among the population, caused by malnutrition. According to the Ministry, about 63% of deaths in Russia are connected with the alimentary-dependent diseases, and the prevalence of obesity among women in 2-2,5 times higher than among men. It is expected that through labeling, the consumer will be able to consciously decide what foods can be eaten almost without limit, and which to consume in moderation.