Keyhole as a Nordic nutrition label

The Keyhole has been around in Sweden for 20 years and is well known there. By setting criteria for certain food groups, it has made it easier for consumers to choose food that contains less fat, salt and sugar and more whole grain and fibre. The Keyhole is a voluntary scheme for food producers, but products labelled with the symbol must conform to nutritional regulations in different food groups.

The need for a joint scheme stems from the great similarities in eating and buying patterns in the Nordic countries. The authorities in the three countries have set new joint criteria based on the existing Swedish scheme. Their work built upon the fruits of earlier Nordic co-operation, e.g. by incorporating the Nordic Nutrition Recommendations.

National differences are factored into the scheme, so partnership has already led to improvements both in product groups and criteria. Two new product groups and improved requirements have been proposed on the amount of whole grain in bread and corn products, tighter regulations for ready meals, fish products, and types of sugar and salt. Watch the Danish Veterinary and Food Administration's film about the Keyhole (in Danish).

A joint Nordic nutrition label is an important follow-up to the joint Nordic Plan of Action for Diet and Physical Activity, giving consumers the chance to make a simple and healthy choice based on a simple labelling scheme. A joint labelling scheme will also facilitate the free movement of goods in the Nordic countries. Any food carrying the Keyhole label will automatically meet the national limits set by the other countries, making life considerably easier for food companies and retailers.

At this stage, only Sweden, Norway and Denmark are involved in the Keyhole scheme but the model has been accepted throughout the Nordic Region. The Finnish authorities do not use the Keyhole symbol but are considering whether it would be possible to incorporate its criteria into the existing Finnish scheme, the Heart. In the long term, Iceland could also join in, so that there will be a broader Nordic foundation.

• The Keyhole is a positive label that helps consumers identify healthier options in a product group.
• The keyhole is a voluntary, cost free label.
• Foods eligible to carry the keyhole symbol must fulfil certain conditions.
• These conditions cover criteria regarding how much dietary fibre, salt, sugar, fat and saturated fats may be present in different groups of food.

Source: Swedish National Food Administration.