Madam, - In response to Bev Postma of Kellogg's (January 24th), the Irish Heart Foundation believes that the Guideline Daily Amount (GDA) system developed and promoted by sections of the food industry does not serve the best interests of consumers.
Comprehensive research by the Food Standards Agency (UK) demonstrates that this is not the most effective form of food labelling. It uses unnecessary numbers and is misleading and unhelpful. Nor is it supported by independent research. Studies by the Food Standards Agency have demonstrated that a traffic-light coded scheme (red, yellow and green), clearly identifying whether foods are high, medium or low in fat, sugar and salt content, is of more practical use to consumers.
Ms Postma suggests that Kellogg's cereals do not provide more than 5 per cent of the sugar and salt in our diet. This is irrelevant given that the sugar content of these products is too high, as asserted by a recent report from the UK Consumer Association's Which? magazine. This report showed that 90 per cent of childrens' breakfast cereals had high sugar content.
The Irish Heart Foundation would welcome a commitment by Kellogg's and the food industry as a whole to develop healthier products and to market them using an evidenced-based, consumer-friendly food labelling system. - Yours, etc,
MICHAEL O'SHEA, CEO, Irish Heart Foundation, Clyde Road, Dublin 4.