In all research on nutrition labelling, there is a shortage of research actually testing the salience and use of nutritional information at the moment of choice (Point-of-Sale). To fill this void, the work package will investigate in-store use of labels and how much it can be increased by implementing an “ideal format” nutrition label.

Through the use of state-of-the-art technologies, consortium partners will measure whether nutrition labels are recognised and under which circumstances they are noticed (place, additional cues like displays). They will then be able to link actual in-store behaviour to self-reported intention and results of laboratory research in order to understand the triggers and barriers that drive actual use of nutrition labelling. The retail consortium partners will provide researchers with scanner data.

Based upon the research findings in other work packages, an “ideal format” label shall be created and its relevance compared with existing label formats, impact upon frequency of exposure will be tested as will additional cues including product promotions and displays.