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F4. Calorie Reduction
1 January, 2013
Submitted: 27 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.
Mondelez International is proud of the products we make and sell in the UK, including Cadbury, belVita and Maynards. As a global snacks business, we have a part to play in helping our consumers snack mindfully. We know that we have a responsibility to help people understand the food and drink they are consuming and how that can be done as part of a healthy lifestyle.
As a signatory to the calorie reduction pledge, we have committed to remove calories from the UK diet and as such are constantly reviewing our product portfolio. We believe improved portion control is important to help in calorie reduction.
In May 2014, we committed to no longer make or sell single-serve confectionery over 250kcals in the UK from the end of 2015. We are discontinuing our popular Cadbury Dairy Milk "Bar and a Half" as well as Cadbury Whole Nut "Bar and a Half" and Cadbury Fruit and Nut "Bar and Half".
We also continue to launch and promote new, lower calorie options such as Cadbury Dairy Milk with Ritz, Cadbury Dairy Milk with Lu and Cadbury Dairy Milk Oat Crunch, all of which are fewer than 200 kcals per bar.
We continue to reduce the size of single serve portions to help with portion control and calorie reduction. Where we reduce the size of our products, we also reduce the Recommended Retail Price for consumers. Other examples of calorie reduction include:
CDM Buttons multipack individual bags. Reduced calories per bag by 53% from 159kcals - 76kcals per bag
Cadbury Dairy Milk 3 pack single bars. Reduced calories by 7% from 205 kcals - 191kcals per bar
Wispa multipack single bars. Reduced calories by 22% from 215 kcals - 167kcals per bar
Crunchie multipack single bars. Reduced calories by 14% from 187kcals - 150kcals per bar
Treatsize Twirl single bars. Reduced calories by 17% from 91kcals - 75kcals per bar
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