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Nina Pullman

BY NINA PULLMAN

@nina_pullman

Friday 5th January 2018, 11:08 London

Waitrose unveils new label for healthy food

Retailerís Good Health mark will help shoppers identify healthy choices and comes alongside raft of new veg-based products

Waitrose unveils new label for healthy food

Waitrose's new Good Health label will feature on fresh produce packs

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Waitrose has launched a new on-pack label to help guide shoppers to healthy food choices and keep New Year diet resolutions on track.

The Good Health mark will be used on a range of own-label products including fresh produce, juices and smoothies, as well as pulses and grains. It comes as a survey by One Poll found that a third of shoppers find it difficult to know which foods to choose for a healthy diet.

Every product carrying the new Good Health label has been assessed by a team of nutritionists and meets criteria for fat, saturated fat, added sugar and salt. It won’t appear on products with red traffic lights, apart from where the fats and sugars are naturally occurring.

Alongside the new label, Waitrose said it is also launching several new veg-based products in response to the growing demand for plant-based protein. New products launching this month include meat sausages made with up to 35 per cent fruit, vegetables or pulses, such as quinoa, cauliflower, kale and lentils, as well as a sandwich made with omelette in place of bread, Edamame Noodles and Mushroom and Miso Stir Fry Bites.

“With one third of shoppers getting confused by which foods to eat for a healthy diet, we wanted to make it easier than ever for our customers to know they’re selecting food that not only tastes good, but is good for you too,” said Waitrose senior nutritionist, Nathalie Winn.

Waitrose's announcement follows recent similar moves by other retailers to expand or launch plant-based ranges as the popularity of a flexitarian diet continues to grow.

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