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Frequency of nutrition labels that appeared online in their entirety ‘above the fold’ (without scrolling) and ‘below the fold’ in a study of nutrition labels on own-brand (n 10) and branded products (n 10) on the websites of five large online food retailers in the UK, July 2015
| Colours and values visible ‘above the fold’ | Colours and values ‘below the fold’ | |
|---|---|---|
| Tesco | 15 | 5 |
| Asda | 12 | 8 |
| Waitrose | 0 | 20 |
| Sainsbury’s | 0 | 20 |
| Morrisons | 0 | 20 |
