The Food Standards Agency (FSA) in the UK has just launched a TV ad campaign to raise consumer awareness about the new traffic light front-of-pack food labelling system. The aim is to allow rushed shoppers to quickly make informed and healthier choices by glancing at the traffic light label, which "signals" to shoppers whether a product is low, medium or high in sugar, fats, saturated fats and salt with green, amber and red color coding respectively. Naturally, junk food manufacturers responsible for producing overly processed empty-calorie foods are severely exposed because their products would, predominantly if not exclusively, show nothing but red traffic light labels. Not surprisingly, food manufacturers such as Danone, Kellogg's, Kraft, Nestle and PepsiCo are working together to launch a £4 million counter campaign to oppose the traffic light labels in favor of a system that is less clear and harder to use for consumers. The fact that junk food companies are working hard to fight the new system is a good sign that the labels are likely to be effective in helping consumer make healthier choices.