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F4. Calorie Reduction
1 January, 2013
Submitted: 7 April, 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.
Our Health Strategy:
We have now developed an overriding strategic intent along with four key commitments and stretching 2020 goals:-
Britvic will take a leading role in inspiring and enabling people to make informed choices to live healthier and more active lives:-
1) Offering a balanced portfolio
- We will reduce the number of average number of calories consumed per serve by 20%
2) Providing greater transparency
- We will clearly display calorie content of our drinks on front of pack
3) Promoting active lifestyles
- We will inspire and encourage 20 million people to actively play together
4) Marketing responsibly
- We will apply a responsible marketing code, with a track record of 100% compliance
Since 2010, Britvic has reduced the calorie count by 37% across its UK product portfolio by providing innovative solutions, including recipe reformulation and pack format changes. Our big innovation was Robinsons Squash - a portable, super concentrated no added sugar squash, which allows people to add a bit of (low calorie) flavour to their water on-the-go. To support the launch, the Robinsons set free TV Ad aired and reached more than six million people.
We also took the decision to remove Fruit Shoot full sugar from the UK market to demonstrate our commitment, particularly surrounding obesity and children. This enabled us to remove a total of 2.2bn calories from the kids category.
We have been working with PepsiCo and the UK's largest cinema chains on a pledge that actively encourages more people to lower their calorie intake and choose more low calorie drinks at the cinema. The pledge sees retail employees trained to offer cinema goers sugar-free Pepsi Max as a default cola option in cinema outlets. Early results are already showing sales of Pepsi Max increasing over full sugar now, both in post-mix and bottled offerings.
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