What is the Keyhole Label?
The Keyhole (in Swedish: Nyckelhålet) is a state-controlled, front-of-pack food label used in Sweden, Denmark, Norway, and Iceland to help consumers make healthier food choices. The symbol was first launched in Sweden in 1989 and expanded into a joint Nordic initiative in 2009. The green, keyhole-shaped symbol provides a reliable visual shortcut, making it easier for people to navigate grocery stores and select nutritionally superior options without having to scrutinize the full nutrition facts table on every item. It's a positive label, encouraging consumers toward better foods rather than listing negative health warnings.
The Nutritional Principles Behind the Symbol
Products displaying the keyhole label must meet specific nutritional criteria for their respective food group, ensuring they are a healthier alternative to comparable products. These criteria are based on the latest Nordic Nutrition Recommendations and focus on key dietary factors.
Keyhole-labelled products contain:
- Less and healthier fat: Specifically, less saturated fat.
- Less sugar: Lower overall sugar content, particularly added sugars.
- Less salt: Reduced sodium levels compared to similar items.
- More fibre and whole grains: An increased amount of dietary fibre and whole grains.
How the Keyhole Works
The keyhole is a comparative tool. It helps you choose the healthier product within a category, not necessarily the healthiest option across all food groups. For example, a keyhole-labelled sausage is a healthier choice than a non-labelled sausage, but it may not be healthier than an apple, which also qualifies as a healthy choice. The specific nutritional thresholds vary significantly across food groups, recognizing that different foods have different nutritional roles in a healthy diet. The regulations for using the label are determined jointly by the health authorities in the participating Nordic countries.
Eligibility and Exclusions for the Keyhole
Many everyday food items are eligible to carry the keyhole, but not all. The label is free and voluntary for food producers to use, provided their products meet the strict criteria.
Common foods with the Keyhole label:
- Fresh fruits, berries, and vegetables
- Wholegrain bread, pasta, and cereals
- Fish and shellfish
- Low-fat dairy products
- Selected meat products
- Plant-based alternatives to meat and dairy
- Certain ready meals, dressings, and oils
Foods that cannot be labelled with the Keyhole:
- Sweets, soft drinks, and snacks
- Biscuits and cakes
- Infant formulas or baby food intended for children under three years old
- Products containing artificial sweeteners
Comparison of Keyhole vs. Standard Products
The keyhole label's real value is in helping consumers compare products quickly at the point of sale. Here is a simplified comparison highlighting typical differences found between labelled and non-labelled products in the same category.
| Feature | Keyhole-Labelled Cereal | Standard Breakfast Cereal |
|---|---|---|
| Sugar | Low added sugar | Often high in added sugar |
| Fibre | High wholegrain and fibre content | Variable; many types are low in fibre |
| Salt | Low salt content | Often higher salt content |
| Fat | Low in saturated fat | Can contain higher saturated fat |
| Feature | Keyhole-Labelled Bread | Standard White Bread |
|---|---|---|
| Fibre | High wholegrain and fibre content | Lower fibre content |
| Whole Grains | Minimum wholegrain percentage required | May contain very little or no whole grains |
| Salt | Lower salt content | Often higher salt content |
Benefits for Public Health
The widespread use of the keyhole label has been instrumental in public health initiatives across the Nordic countries. It not only empowers consumers to make better choices but also incentivizes food manufacturers to develop and reformulate healthier products. Studies have shown that a consistent shift towards Keyhole-labelled products can lead to significant improvements in nutritional intake, such as higher consumption of whole grains and fibre, and lower intake of saturated fat and sugar. The label acts as a trusted, evidence-based guide for a healthier diet, suitable for all healthy individuals. You can find more information on the official website of the Swedish Food Agency.
Conclusion
In a fast-paced world, the keyhole label offers a simple, reliable way to make healthier food choices. By providing a clear indicator for products with better nutritional composition, the label removes the guesswork from grocery shopping and supports a balanced diet rich in fibre and whole grains, while limiting saturated fat, sugar, and salt. Its voluntary nature and clear, category-specific criteria have driven product innovation and significantly contributed to improving public health in the Nordic region. For consumers, it serves as a powerful and trustworthy shortcut towards healthier eating habits.
