Acceptance and effectiveness of the Healthier Choice Logo (HCL) among food industries in Malaysia

Fatimah Sulong, . and Nazli Suhardi Ibrahim, . and Nursyukrina Muhamad Norrahim, . and Laila Hawariy Abd Aziz, . and Nur Izzati Aina Ahmad Zawawi, . and Norazmir Md Nor, . (2023) Acceptance and effectiveness of the Healthier Choice Logo (HCL) among food industries in Malaysia. Malaysian Journal of Nutrition (Malaysia), 29 (2). pp. 355-366. ISSN 1394 – 035X

Introduction: The Healthier Choice Logo (HCL) was introduced in 2017 by the Ministry of Health Malaysia. This paper analysed acceptance of HCL, effectiveness of HCL in encouraging healthier product reformulation, and factors affecting reformulation among food industries. Methods: An online self-administered questionnaire consisting of four sections utilising multiple choice and 5-point Likert scale questions was distributed to food industries in Malaysia. Sample size calculation yielded 100 respondents. Results: Food industries had a higher acceptance of the processes and requirements involved in HCL implementation. HCL was highly effective in encouraging product reformulation among food industries in Malaysia. Meeting consumer demand, improving brand image, public health, more awareness around nutrition labelling, logo and national nutrition target, more technical knowledge and budget were found to motivate healthier product reformulation. However, product suitability, consumer acceptability, difficulties maintaining taste and shelf life, and limited budget were the challenges faced in product reformulation. There was no correlation between HCL acceptance and factors encouraging or inhibiting reformulation. Conclusion: These findings are expected to help relevant authorities or stakeholders make changes, if necessary, towards processes and requirements involved in HCL application to ensure wider HCL implementation. Future research should identify the relationship between HCL implementation and public health improvement among the Malaysian population.

Full text available from: Official URL: https://www.nutriweb.org.my/mjn/publication/29-2/V...

Abstract

Introduction: The Healthier Choice Logo (HCL) was introduced in 2017 by the Ministry of Health Malaysia. This paper analysed acceptance of HCL, effectiveness of HCL in encouraging healthier product reformulation, and factors affecting reformulation among food industries. Methods: An online self-administered questionnaire consisting of four sections utilising multiple choice and 5-point Likert scale questions was distributed to food industries in Malaysia. Sample size calculation yielded 100 respondents. Results: Food industries had a higher acceptance of the processes and requirements involved in HCL implementation. HCL was highly effective in encouraging product reformulation among food industries in Malaysia. Meeting consumer demand, improving brand image, public health, more awareness around nutrition labelling, logo and national nutrition target, more technical knowledge and budget were found to motivate healthier product reformulation. However, product suitability, consumer acceptability, difficulties maintaining taste and shelf life, and limited budget were the challenges faced in product reformulation. There was no correlation between HCL acceptance and factors encouraging or inhibiting reformulation. Conclusion: These findings are expected to help relevant authorities or stakeholders make changes, if necessary, towards processes and requirements involved in HCL application to ensure wider HCL implementation. Future research should identify the relationship between HCL implementation and public health improvement among the Malaysian population.

[error in script]

Item Type:	Article
AGROVOC Term:	non-food products
AGROVOC Term:	food industry
AGROVOC Term:	nutrition labelling
AGROVOC Term:	public health
AGROVOC Term:	awareness-raising
AGROVOC Term:	awareness
AGROVOC Term:	food consumption
Geographical Term:	Malaysia
Depositing User:	Ms. Azariah Hashim
Date Deposited:	10 Aug 2026 07:31
Last Modified:	10 Aug 2026 07:31
URI:	http://webagris.upm.edu.my/id/eprint/3607

Actions (login required)

View Item