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F4. Calorie Reduction
1 January, 2013
Submitted: 30 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.
In June 2013, we introduced a new slimline 250ml can format which is widely available across the Coca-Cola, Diet Coke and Coca-Cola Zero brands. The 250ml can of Coca-Cola contains 105 calories; the versions of Diet Coke and Coca-Cola Zero contain zero calories. As of March 2014, weu2019ve sold 11.6m units (Neilsen).
Product reformulation/new products:
In March 2013, we launched a new reduced calorie Sprite in the UK. Instead of being added as a mid-calorie option, this new reformulated Sprite with 30% fewer calories and 30% less sugar completely replaced existing Sprite. This was supported by national television advertising.
In February 2014, we introduced a new mid calorie Fanta flavour to create an additional option to the Fanta range. Partly sweetened with low calorie sweeteners, Fanta Raspberry and Passionfruit contains less than 100 calories per 330ml can.
We are working on further reformulation projects which we will announce in 2014.
Investing in our no calorie colas:
So far in 2014, we have launched major national advertising campaigns (both television and print media) for both of our no calorie colas, Diet Coke and Coca-Cola Zero. Currently, 42% of the cola we sell in the UK is sugar free and contains zero calories.
We are committed to using our advertising to raise awareness of the importance of energy balance. In August 2013, we aired a new advert on national television called "Grandfather" which reminded people of the importance of thinking about what and how much they consume and being active, suggesting people "live like Grandpa did"
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