Front of pack (FOP) nutrition labeling has received extensive political attention within the last years. The European Commission is proposing to make FOP nutrition labeling mandatory in order to guide consumers to make healthier food choices. Most of the studies of the effects on nutrition labeling focus on consumer attention to labels and very few studies concentrate on effects on actual purchase behavior. In this study we report the results from an analysis of scanner data provided by a large UK retailer and the conclusion is that GDA label introduction does not have the expected consequences. Sales of the healthier products within a category do not generally increase and sales of the less healthy products do not generally decrease.