The Department of Health will next week announce details of its voluntary food industry 'responsibility deal', under which brands will display calorie counts on menus.
Marketing has learned that Yum!-owned KFC and Pizza Hut are among brands to have committed to the scheme. McDonald's and Burger King are also thought to be intro-ducing calorie counts on menu boards by September this year.
By adding the information to menus, brands aim to avoid the introduction of restrictive legislation.
However, Subway, which already provides calorie counts on in-store posters, said the scheme was unsuitable for its stores. It is conducting a trial intended to establish the most effective way of displaying the information.
Meanwhile, a PizzaExpress source argued that displaying calorie levels is not consumer-friendly and clutters its menus.
January 2009 - Food Standards Agency (FSA) began trial of calorie counts on menus, with Pizza Hut, Burger King, KFC and Pret A Manger volunteering to take part.
July 2010 - Brands chose to abort FSA calorie count trial, according to reports.
December 2010 - Health secretary Andrew Lansley outlined plans for a 'responsibility deal' with the food industry to help the government tackle obesity.
March 2011 - 'Responsibility deal' unveiled - brands such as McDonald's, Burger King and KFC join government; Subway and Pizza Express reject plans.
This article was first published on marketingmagazine.co.uk