London -A mammoth £4 million food labeling campaign is set to take off in Britain amidst bouquets and brickbats. A move sparked off by heavy weights in food manufacturing, will seek to realize the goal of providing intelligent food labels replete with information about guideline daily amounts in each serving.
The GDA campaign has the support of some of UK's biggest food and drink manufacturers along with well known super markets - Tesco, Somerfield and Morrison.
GDA campaign director Jane Holdsworth said, "We have made it simple to compare what's inside thousands of everyday foods so you can choose what best suits your diet."
The GDA labeling is part of the growing initiative to promote healthy eating, and is already witness to perceptible changes in the buying behavior of consumers. A spokesman of Tesco said, "Our sales data shows customers are using it to make changes towards healthier foods. We have seen it in ready meals, sandwiches and other product categories."