Monster Health Food, an Australian family-owned breakfast food company, has launched the first products to display the controversial Health Star Rating front-of-pack labelling system.
The new packs will be on supermarket shelves this week, and not surprisingly, the first two products introduced each have a Health Star Rating of 4 out of 5 stars.
The Health Star Rating system, which was developed by industry, consumer, and public health groups, aims to provide an overall indication of a food's nutritional quality and additional information that provides an overview of the key nutrients such as salt, fats, sugars and fibre.
However, the food industry says it has yet to be determined whether the extra cost impost on industry justifies the benefits of the scheme.
The roll-out period begins in July this year, and will remain in a two-year voluntary phase.
Monster Health Food (MHFCo.) says it is pressing ahead to demonstrate its strong support of the Health Star Rating system, and hopes it inspires other companies to follow suit "to ensure transparent, easy-to-understand food labelling for Australian consumers".
"We have been honest and transparent about our products for 21 years," MHFCo. co-owner Trevor Lauman says. "The Health Star Rating is about delivering honesty and transparency to consumers about products, so we wholeheartedly support it."
"Today we draw a line in the sand for the Australian food industry. We hope companies big and small follow our lead. Consumers deserve to have the food they are eating classified in an easy-to-understand way."
MHFCo. will include the Health Star Rating on the front of its Berry and Free & Lo Muesli, which will be available at Coles and Woolworths respectively, independent stockists and online at www.mhfco.com.au.
Its remaining product range range will add the Health Star Rating over the next 12 months.
Consumer group Choice congratulated Monster on becoming the first company in Australia to roll out the Health Stars.
"It's encouraging that Monster was able to implement the Health Star Rating quickly and at minimal cost. Their achievement suggests the food industry lobby's estimates about the time and money it would take to implement the system may have been seriously exaggerated," Choice campaigns manager, Angela Cartwright says.
"We are certain other food companies who want to provide consumers with better information about their products will join Monster and shoot for the stars."
