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F4. Calorie Reduction
1 January, 2013
Submitted: 30 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.
Over the last year, we have reviewed our own-label portfolio in line with our commitments to the Responsibility Deal Pledge on calorie reduction, which we signed up to in May 2012, adopting actions such as product reformulation, portion sizes, education and marketing.
In response to customer demand and in line with our commitment to the health and wellbeing of our customers, in January 2015, Aldi removed all chocolate, sweets and confectionery from checkouts and replaced them with products that meet health criteria based on the industry OFCOM criteria, making it easier for our customers to take advantage of our range of healthier, lower calorie snacks. A three month review has demonstrated positive sales particularly in our new Fruit, Nut and Seed snack pots, Aldi Crispbreads and Fruit Bars, all of which contribute a broad range of nutritional benefits and enable customers to choose healthier, lower calorie options.
After implementing the Front of Pack Traffic Light Labelling throughout 2014, which helps make sure our customers have all the information they need to make informed and healthier decisions about the food they purchase, Aldi became the first supermarket to launch a 'Be Light' ready meal range that displays only 'Green' Traffic Lights on the front of the pack. By introducing our 'Be Light' ready meals, we saved an estimated 25 million calories.
In April 2014 - March 2015, Aldi made significant changes to offer a wider range of products that encourage consumers to eat fewer calories.
Aldi has also developed a variety of products with reduced sugar to give consumers more choice when doing their full weekly shop at Aldi. Over 70 per cent of our own-label soft drinks range is now 'No added sugar'. Aldi also continues to promote healthy alternatives to high sugar foods through its Super 6 offer, which regularly offers some of the lowest priced and highest quality fruit and vegetables in the UK.
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