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F4. Calorie Reduction
6 August, 2013
Submitted: 2 April, 2014
Please list the calorie reduction activities undertaken (e.g. product/ menu reformulation, portion size control, new product development, balance of the marketing mix) and where possible provide data to indicate the scale of the activity. Some indicative examples are given below as a guide.
Example 1. Product/ menu reformulation: this could be presented as the number or percentage of product(s)/ menu item(s)/ stock keeping unit(s) that have been reformulated, or as a percentage of sales.
Example 2. Portion size control: this could be presented as the number or percentage of product(s)/ menu item(s)/ stock keeping unit(s) that have had a portion size reduction where the previous portion size is no longer on sale, and separately the number or percentage of product(s)/ menu item(s)/ stock keeping unit(s) where a new portion size has been introduced to the market.
Example 3. New product development: this could be presented as the number or percentage of new product(s)/ menu item(s)/ stock keeping unit(s) brought out to encourage consumers to eat and drink fewer calories. It would also be helpful to indicate if these replace any existing product(s)/ menu item(s)/ stock keeping unit(s).
Example 4. Consumer information/ education: this could be presented (as appropriate) in terms of circulation (e.g. for print media), throughput, downloads etc.
Example 5. Balance of the marketing mix: this could be presented as the shift in the proportion of the company's overall marketing devoted to lower calorie products versus higher calorie products.
This section provides you with an opportunity to describe the progress you have made on delivering against this pledge and the changes you have implemented in order to deliver this commitment. You may wish to indicate if your delivery plans for this pledge had to be modified and whether there were any unintended consequences that arose from your delivery of the pledge.
You may wish to give a comparison with activity undertaken prior to signing up to the pledge or a reference to where this is captured elsewhere, e.g. in a separate monitoring form detailing previous actions or a separately prepared report.
There is a 2000-character limit when completing this section.
Since committing to this Calorie Reduction pledge we have :
1/ Introduced new brands and products to our portfolio to add choice of healthy, low/no sugar products to our consumers, these include : Effect Energy Zero, and Acqua Morelli Mineral Water in both Still & Sparkling formats.
2/ Transitioned the majority of those customers selling our 375ml bottles to a new 275ml bottle which provides a smaller serving size and hence lower calorie content per occasion to our juice drinks consumers.
3/ Increased availability of our Feel Good Vitamin Waters products which offer a significantly lower calorie option vs mainstream vitamin waters for convenience store consumers.
4/ Communicated with customers through our 'dump the lumps' campaign encouraging them to switch to products sweetened with fruit rather than added sugar.
5/ Launched a new pack format to encourage stocking of our no-added-sugar juice drinks by pubs in place of existing high-added-sugar competitor products.
Looking forward we continue to work on new initiatives to support the switch to no/low sugar and no-added-sugar drinks through product innovation and marketing activities.
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