The Choices International Foundation is in the process of extending the programme internationally, after broad implementation in The Netherlands. The logo is now used by more than 120 partners, including food producers, retailers and caterers.

Telička said the programme “neatly fits with [his] personal interest in healthy lifestyles as well as [his] professional history to protect and promote consumer health”.

He is also in favour of using the Choices stamp in tandem with the Guideline Daily Amounts system, developed by the CIAA.

“The two systems are perfectly complementary”.