Front of pack food labelling: Impact on consumer choice (FLICC)
The project examines the impact on food purchasing decisions of front of pack (FOP) labelling schemes commonly used in the UK. It defines FOP labelling as any scheme which highlights the levels of nutrients within a food in an ‘at a glance’ format on the front of the pack, such as traffic light labelling, GDA's or ‘healthy choice’ logos. This definition does not include nutrition claims (e.g. ‘low in sugar’) or health claims (e.g. ‘good for your heart’).
Aims and objectives
This research has two objectives:
- to understand how consumers currently use FOP labelling when purchasing foods;
- to test the effectiveness of two interventions aimed at amplifying the influence of FOP labelling. The first intervention provides tailored feedback to consumers, encouraging purchase of healthier foods, the second is a web-based education programme.
The aims of this proposed project are to achieve objective 1, and then complete a pilot Randomised Controlled Trial (RCT) which will establish the feasibility of a larger RCT to definitively test the two interventions outlined in objective.
I previously worked at the Institute of Food Research, Health Education Authority and University of Oxford. My expertise is in the area of public health and behavioural nutrition research, gained on a variety of projects. My research is wide ranging both in terms of topics covered (e.g. food choice, policy development, food safety) and methodologies used (e.g. qualitative, quantitative, stakeholder consultation). I have also been involved in the evaluation of health promotion programmes and developing tools for use in nutrition education.
Since my arrival in 2000, I have played an instrumental role in the success of the University of Surrey’s Food, Consumer Behaviour and Health Research Centre, securing over £5.4M of research funding, of which over £3.3M as PI. With a start-up investment of £250K in 2000, the centre has brought over £7.1M into the University.
To date I have published over 125 refereed papers, numerous non-refereed publications including 20 book chapters and have edited two booksand edited two books ("The Psychology of Food Choice" (2006) and "Food for the Ag(e)ing Population" (1st edition 2009; 2nd edition 2016).
I am one of the founding members, member of the Board of Directors (2001-2006) and was secretary (2004-2006) of the International Society of Behavioral Nutrition and Physical Activity. The society was set up to combine interests in diet and physical activity; and to stimulate, promote and advocate innovative research and policy in the area. The society now plays an important role in fostering excellence in research in this field through its annual meetings and journal called the International Journal of Behavioral Nutrition and Physical Activity.
I started my career with GSK as a development chemist and then moved to Superdrug Stores PLC as Head of Technical Services. During my 14 years in industry, I gained extensive experience of managing technical and research projects within both branded and retail environments. In 2003, I joined the Food, Consumer Behaviour and Health Research Centre (FCBH) at the University of Surrey, a multidisciplinary research centre which brings together skills and expertise in order to address research questions on food related policy, consumer behaviour and public health. I have played an instrumental role in the success of the Research Centre, working on a wide range of collaborative, multidisciplinary UK and EU funded research projects.
I have a keen interest in the communication of health-related information on foods to consumers i.e. nutrition labelling and health claims, this being the focus of my PhD thesis. In addition, I have expertise in exploring the design and delivery of interventions and m-health solutions to improve quality of life and to promote self-management of illness and/or healthier lifestyles.
Policy relevance and Responsible Research and Innovation (RRI) is a cross-cutting theme across my research, and my work is aimed at both understanding the processes of policy making and contributing high quality underpinning research evidence on which to base future policies.
Richard Shepherd is an Emeritus Professor of Psychology, having retired in August 2011. He obtained degrees in Natural Sciences from Cambridge and in Psychology from Cardiff and Southampton. He was a Research Fellow at the University of Surrey and then worked at the Institute of Food Research from 1982 to 1998, initially in Norwich and then in Reading, before joining the University of Surrey as a Reader.
He has carried out research on a range of issues related to the factors influencing food choice. In particular this has involved the development and application of social cognition models to food choice issues and the exploration of the factors influencing dietary change. He has also conducted research on the perception of risk and risk communication particularly in relation to food issues. He has published widely in all of these areas of research, including editing two books.
He has directed research funded by BBSRC, ESRC, MAFF, FSA, Wellcome Trust and industry, in addition to several collaborative European projects funded by the EU. He is a Chartered Psychologist and a Fellow of the British Psychological Society. In the past Richard has been a member of the UK Food Standards Agency Social Science Research Committee, Food Standards Australia New Zealand (FSANZ) Social Science Expert Advisory Group and the ESRC Grant Assessment Panel.
Having completed my PhD in 2000 (University of Surrey) in the area of identity processes in the context of social and cross-cultural mobility, I have subsequently worked within advertising industry (J. Walter Thompson). I joined the Food, Consumer Behaviour and Health Research Centre (FCBH) at the University of Surrey (Department of Psychology) in 2002, a multidisciplinary research centre which brings together skills and expertise from across the University in order to address research questions on food related policy, consumer behaviour and public health. Since my arrival, I have played an instrumental role in the success of the Research Centre, working on research projects of substantive theoretical and applied relevance. I work within the critical public health framework and my empirically-oriented work has focused on understanding the role and nature of public and stakeholder engagement and dialogue in policy and science, risk perception and governance, and science-policy interaction. Policy relevance is a key theme across my research projects, and my work is aimed at both understanding the processes of policy making, and contributing evidence on which to base policies. I am particularly interested in public health nutrition, sustainable diets and illness prevention.
Naomi completed a BSc (Hons) in Psychology at the University of Surrey in 2005, which included a professional training year in educational psychology with Dorset County Educational Psychology Service. She then completed an MSc in Psychology of Early Development at the University of Reading in 2006, before returning to Surrey to undertake a PhD. Naomi has been working at the University of Surrey since September 2009. Naomi is a Principal Fellow of the Higher Education Academy and was awarded National Teaching Fellowship in 2016.
Research groups and centres
Our research is supported by research groups and centres of excellence.