FRONT-of-pack labelling (FOPL) is increasingly being recognized as a powerful tool to help consumers make healthier food choices and reduce the burden of diet-related diseases.

Around the globe, governments are adopting FOPL as part of broader strategies to promote healthier diets and fight the rising threat of Non-Communicable Diseases (NCDs).The World Health Organization (WHO) designed Guiding Principles and Framework Manual for FOPL to support countries in developing, implementing and monitoring FOPL systems. 

The manual emphasizes that FOPL should be government-led and developed in close consultation with stakeholders such as consumers, academia, industry players, and public health associations. 

According to WHO, FOPL is not a one-time measure, but rather a process that should be iterative, evidence-based, and responsive to the needs of each country.

Regional guidance for East Africa

In East Africa, the issue of food labelling has also gained traction. Under the East African Community (EAC) guidelines of 2024, member states have been provided with a framework for establishing front-of-pack nutrition labelling (FOPNL) systems. The East African Standard (DEAS 38) spells out clear principles for how such systems should operate.

Key among them is the recommendation that each country should adopt only one FOPL system to avoid confusion among consumers. Where multiple systems coexist, they must be complementary and not contradictory.

The standard further requires that FOPL must complement — but not replace — the detailed nutrient declaration that is already mandatory on packaged foods. Labels should also align with national or regional dietary guidelines, making sure they reflect evidence-based health priorities such as discouraging high levels of sugar, salt, and fat while promoting positive food groups.

In addition, FOPL must present information in a way that is easy to understand, visible, and usable by consumers in real-world shopping environments. Scientific consumer research should guide the choice of format, ensuring that labels can be quickly understood by ordinary buyers who spend only a few seconds making purchasing decisions in shops or markets.

Governments are encouraged to accompany FOPL with consumer education programmes for people to understand how to use the labels effectively. Monitoring and evaluation mechanisms are essential to assess impact and make improvements where necessary.

Why FOPL matters

In Tanzania, the push for FOPL has become more urgent given the rising threat of NCDs. Data from WHO and the Ministry of Health indicates that NCDs such as hypertension, diabetes, cancer and stroke now accounts for nearly one-third of all deaths in the country. Many of these diseases are strongly linked to poor diet and lifestyle choices.

Cardiovascular diseases, diabetes, obesity, and certain cancers are particularly associated with excessive consumption of sugar, salt, and unhealthy fats — ingredients that are often found in industrially processed packaged foods. 

With urbanization and modernization, more Tanzanians are consuming packaged foods, increasing the need for clear and accurate nutrition information.

Front-of-pack labelling has several advantages in this context. It improves transparency by clearly displaying levels of sugar, fat, salt, and calories on the front of food packages. 

Instead of struggling to interpret lengthy details on the back, consumers can instantly judge whether a product is healthy or harmful. This is particularly helpful in supermarkets and markets, where decisions are made quickly and often without much scrutiny.

Driving healthier markets

Beyond empowering consumers, FOPL can influence the food industry itself. When food producers know that consumers pay close attention to labels, they are incentivized to reformulate products in order to achieve better health ratings. This often means reducing sugar, salt, or fat content, leading to the availability of healthier products in the marketplace.

Over time, such reforms not only improve consumer health but also shift the overall food environment in a positive direction. In countries where FOPL has been implemented, there is evidence of both increased consumer awareness and product reformulation by manufacturers.

As consumers become accustomed to seeing and using FOPL labels, they gradually acquire more knowledge about nutrition and healthy diets. This contributes to long-term behaviour change, helping individuals and families make choices that reduce their risk of developing NCDs.

A call for stronger regulations

Advocate Isabella Nchimbi, of the Tanzania Women Lawyers Association (TAWLA), has been vocal on the importance of strengthening food labelling laws. She argues that the right to access accurate information is a fundamental human right, and this extends to food labelling.

“Most of the NCDs are linked to excessive consumption of salt, fats, and sugar in foods. Considering that as the world advances, more foods are being packaged, it is crucial that labels clearly explain in detail the levels of ingredients such as sugar, salt, or the types of fats used,” she said.

Nchimbi noted that many packaged foods in Tanzania already carry labels, but these are often inaccurate, printed in very small fonts, or written in complex language that is difficult for the average consumer to understand. This reduces their usefulness and limits the ability of consumers to make informed choices.

“For this reason,” she added, “we are calling upon the Tanzania Bureau of Standards (TBS) to establish mandatory regulations that will compel food manufacturers to provide accurate labelling in simple and clear language, so that everyone can easily read and understand what they are consuming.”

Ultimately, front-of-pack labelling is both an educational and preventive measure. It not only helps individuals make better dietary choices in the short term but also reduces the long-term risk of developing chronic illnesses. At the same time, it pushes food producers to contribute to healthier societies by reformulating their products.

As Tanzania and other East African countries consider stronger FOPL policies, the evidence is clear: accessible and accurate nutrition labels can play a central role in improving public health, empowering consumers, and easing the growing burden of NCDs.