Leading UK food and drink firms are launching a £4 million campaign promoting nutrition labels which do not follow the official food watchdog's advice.
The drive to publicise guideline daily amount (GDA) labels starts on Monday with TV and print adverts.
It could go head-to-head with a Food Standards Agency campaign promoting "traffic light" labels.
The official food watchdog wants red, amber and green to show levels of fat, saturated fat, sugar and salt in processed foods.
But a coalition of 21 manufacturers and three retailers rejected the traffic light scheme in favour of the GDA system. They say traffic light labels would discourage shoppers from buying products with red labels on them.
Instead, their labels show the recommended GDAs for sugar, fat, saturated fat, salt and calories.
The Know What's Going On Inside You campaign starts with a series of TV, online and print adverts.
Food industry GDA campaign director Jane Holdsworth said: "This isn't just about a label, it's about a lifestyle. We have made it simple to compare what's inside everyday foods so you can choose what best suits your diet."
Meanwhile the Food Standards Agency has asked an advertising agency to create TV commercials which will publicise traffic light labels. It said it supports the use of GDA labels but wants them to be combined with colour-coding.
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