FOOD IS fuel, and when calories are on the menu, consumers will see just how much fuel they are consuming.
As it stands, most of us are consuming far more than the daily calories we need (2,500 for men, 2,000 for women and 1,800 for children).
It is thought that, by seeing how many calories are in the individual food items we consume, we will be encouraged to switch to lower calorie items or to eat less.
Do we, for example, order small French fries (210 calories) or a large portion (460 calories)? Do we drink an Americano (10 calories), a latte (152 calories) or a hot chocolate (355 calories)?
The information will be provided at the point where consumers choose their food and drink, usually the menu or chalkboard, and should show the calorie count per portion and per meal.
The proposal will not apply where food is customised by the consumer, such as sandwiches made to order, or, more obviously, self-service buffets.
There is also an exemption for food and drink offered for only a limited period, such as menu specials.
Providing information on alcoholic drinks, which are high in calories, is at the discretion of the food business, according to the Food Safety Authority of Ireland.
There are many variables involved, so it is likely that calculations will be based on representative samples of particular foods – say, a portion of mashed potato or a fillet steak.
The authority cites a number of studies which appear to show that people who use the labelling purchase fewer calories. The challenge may lie in getting consumers to pay attention to the calories information being provided; five out of six customers pay no attention to the information, according to research carried out at New York University and quoted yesterday by the Restaurants Association of Ireland.
It argues that the nutritional content of food is not captured in a crude calorie count, which can therefore be very misleading. For example, a 100g salmon steak could have 200 calories, the same as 12 spoons of sugar or a fizzy drink, but is far more beneficial nutritionally.