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F4. Calorie Reduction
1 January, 2013
Submitted: 30 March, 2015
Please list the calorie reduction activities undertaken over the past year (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.
Reduced the serving size of all single serve products to <=250kcal/ serve. (4.6bn kcal and 580 tonnes sugars removed) Inc. Kit Kat Chunky Peanut Butter, Drifter, Yorkie, Yorkie Raisin and Biscuit and Lion Extra Bite. 100% products now contain <=250kcal per serving.
All products predominantly consumed by children or women contain no more than 180 Calories and 200 Calories per serving respectively.
Over half our brands have a smaller sized product as part of their range enabling consumers to choose a less substantial format.
Increased proportion of products with <=110kcal per serving (35% 2011 - 58% volume in 2014).
Launched 4 x 99kcal biscuits.
69% of the 16 new products launched contain <=110kcal per serving (31% are single serve products) and one third are smaller sized formats compared to standard.
Prominent sharing messages, portion guidance and reclose have been implemented on many multi serve products.
Ice Cream: launched Rowntrees Randoms Mini iced lolly; lemon and lime, orange and strawberry containing 42kcal per serve (30ml) and 2 new Skinny Cow products (mint double chocolate and caramel shortcake iced dessert lollies) with 128 &123 kcal.
Reformulated Smarties Cone (110 to 70ml), 39% and 36% reduction in kcal and sugars.
Maggi recipe mixes are specifically designed to make balanced, family meals. The fresh ingredients recommended for preparing the meals are lower fat and calorie alternatives (reduced fat cheese, 0% fat yogurt, lean cuts of meat etc).
Beverages: Over half of our beverages volume (excluding waters) is either calorie free or low calorie.
97% of sales are pure natural mineral & spring water products with zero kcal (19.2% vol. of soft drinks market & growing).
A partner in healthy hydration campaigns - work with Natural Hydration Council promoting consumer understanding of healthy hydration through water.
Activator in the Global WET project (Education for Teachers) www.projectwet.org
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