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Sweden updates front-of-pack Keyhole labelling rules

The Swedish Food Agency has announced updates to the voluntary Keyhole logo, used in four Nordic countries, following recommendations to improve nutrition labelling.

The agency says the new rules, set to be implemented by 2026, are being updated to reflect the latest research in the field of nutrition, with the aim of making it easier for consumers to find healthier food and beverage choices on store shelves in the Nordic countries that form the Keyhole alliance.

The agency established its Keyhole nutritional and labelling recommendations for Sweden in 1989 and the label is now available in three other Nordic nations: Denmark, Iceland and Norway. Keyhole has been consistently updated over the years, to stay ahead of the latest expert recommendations, witnessing a major overhaul in 2021. The latest update takes into account evolving nutrition patterns and health recommendations.

Keyhole labelling updates to reflect latest expert nutritional advice

The new regulations will build on a global reputation that the Nordic countries already have as being among the healthiest in the world. Assessments regularly rate Sweden, Iceland, Denmark and Norway in the top percentile of healthiest countries in the world, including a 2024 evaluation by the World Population Review, which is based on statistics from the World Health Organization (WHO).

"The Keyhole rules are updated as new research is published, so even though the Keyhole has been around for 30 years, it is not the same requirement as it was then. For example, the requirements have become tougher in terms of less sugar and salt, more whole grains and in addition, more food groups can now be labelled with the Keyhole," said Irene Blom, project manager for the Keyhole at the Swedish National Food Agency.

With the agreement of the four participating Nordic nations, the work has now begun to update the criteria that will be in line with the Nordic Nutrition Recommendations (NNR), which were established in 2023 following a five-year project involving researchers and experts to establish the best criteria for both health and the environment across the region.

Timetable agreed for the implementation of the new criteria

The proposed changes are currently under a consultation process with food and beverage companies in the four countries and those companies are invited to submit input through a new survey that will be available shortly from the Swedish Food Agency.

"All the Nordic countries that use the Keyhole have now agreed on a timetable and it is exciting that we can now start this work. We are now looking forward to wise input from the food industry that will help us prioritise which parts we need to work on in the coming years," said Blom.

Keyhole criteria are based on what individuals in the Nordic region need to eat in an effort to maintain or improve their health, based on the NNR. The Keyhole labelling focuses on five main areas that include less salt and sugar, more fibre, more wholegrains and an emphasis on healthier fats.

Support for food brands wanting to adopt the Keyhole label

Any food and beverage product that meets the Keyhole criteria can use the label, while the agency also provides support for brands to help them make changes to their recipes that allow them to fulfill the criteria. That support includes a platform designed to help brand owners understand how the label works.

Keyhole covers 11 main food groups, that include plant-based products; vegetables fruits, berries and nuts; milk, fermented products and plant-based alternatives; as well as flour rice and grains. Those 11 main groups also include 32 subcategories.

The Keyhole brand is represented by a simple keyhole shaped green, black or while logo, and its inclusion on any food product serves to guide consumers to make healthier choices when they are out grocery shopping. The front of pack logo appears on food products in a position where it is clearly visible, while it can also be placed on boxes or baskets for products that do not require any packaging, such as loose fruit and vegetables.