Ik Kies Bewust (I Choose Consciously) is the name of a new logo to appear on the front of an increasing number of packaged foods in the Netherlands.

The logo is intended to help consumers make a conscious choice for products with healthier ingredients.
The I Choose Consciously logo is an initiative of Campina, Friesland Foods and Unilever and is now supported by the supermarket organisations Superunie, Schuitema, Super de Boer, Koop-Consult, for their private labels, and by Veneca (Netherlands Association of Catering Organisations). The logo is also available to other manufacturers and supermarkets.
The logo, which was produced in response to an appeal by the World Health Organisation (WHO) and the Ministry of Health, Welfare and Sport (VWS) for food industries to provide information that consumers can understand more easily, was unveiled by Minister for Health, Welfare & Sport, Hans Hoogervorst.
Products that meet the requisite demands, including snacks, can qualify for the logo. The initiative has the support of the Dutch Nutrition Centre. The Ministry of Health, Welfare and Sport and leading food experts are also supporting the initiative.
The I Choose Consciously system is derived from international nutritional recommendations, such as those issued by the WHO. These promote a reduction of the amount of saturated fatty acids, trans fatty acids, salt and sugar in foodstuffs.
It has been agreed that products which qualify for the logo should fall into the