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F4. Calorie Reduction
25 February, 2013
Submitted: 28 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.
As reported in our last update, a particular focus over this 12 month period for Dine Contract Catering was to increase the number of menu options available in our three star category. These meals contain on average 30% less calories from fat than our previous meal average. we believed that by widening the choice of meals available in the three and two star category, we could influence customers to make a healthier choice at mealtimes.
This has proven to be extremely successful, with a further significant shift towards 'healthier' menu options. Across multiple sites for one of our major clients, we have seen an amazing 7% shift away from more indulgent one star meals towards our 'healthier' two and three star options across a 12 month period.
We are delighted that we can clearly show that by continuing to provide a wide variety of inspirational and imaginative meals with fewer calories and marketing these choices effectively, we can have a real impact on helping our customers to achieve a healthier diet.
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