The Healthy Breakfast Company
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Release: What's in your breakfast? Monster Health Food Co. first with Health Star Rated products in cereal section from today

Sydney, August 21, 2014: For the first time, consumers across Australia will be able to purchase Health Star Rating packaging in the cereal section of Woolworths, as products from Monster Health Food Co. hit the shelves.

Monster Health Food Co (MHFCo), an Australian-made, family-owned muesli manufacturer, were the first company to implement the system on their products in April 2014. The move was met with an overwhelmingly positive response from consumers and stakeholders alike, and they remain the only company to carry Health Star Ratings on their products, which has today also extended to five flavours.

Woolworths has committed to support the new front-of-pack labelling system on their own brand products. MHFCo’s Health Star Rating-labelled Sports and High Fibre Muesli will be the first product to hit supermarket shelves in the cereal section with the new labelling.

“MHFCo is today bringing their support of the Health Star Rating system to life. We are pleased to partner with Woolworths in taking this step to raise broader awareness for this system among Australian consumers,” said Trevor Lauman, co-owner of MHFCo.

“We share a commitment to deliver honesty and transparency to consumers through effective food labelling. I believe that Australian consumers will vote positively at the checkout.” he added.

“We are committed to giving our customers easy and healthy food choices, and applaud Monster Health Food Co.’s leadership in featuring a Health Star Rating on their products. They are a forward thinking Australian-made and owned company and we are proud to have these products on our shelves.” says Julian Hilliard, Category Manager of Breakfast Cereal, Muesli & Oats and Nutritious Snacks, Woolworths Limited.

In an increasingly time-poor society, the Health Star Rating provides an authoritative source on what is included within a chosen product, enabling consumers to compare products like-for-like on a nutritional basis quickly. The system gives an overall indication of a food’s nutritional quality and additional information that provides an overview of the key nutrients – such as salt, fats, sugars and fibre – so consumers have an easy-to-reference guide. The higher the Health Star Rating, the betterthe nutritional balance. There will be a five-year voluntary period for adoption before the industry seeks full implementation.

“The message is clear: Australians want to be empowered when making food choices – and we’re here to help them.” Mr Lauman says.