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F4. Calorie Reduction
1 January, 2013
Submitted: 11 May, 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.
Reformulation forms an integral component of ASDA brand strategy, supported by the annual nutrition audit to drive improvement. ASDA have two reformulation arms: the first comprises reductions based on Multiple Traffic Light (MTL) criteria. In 2014, 204 red MTLs were converted to amber and 500 from amber to green. The second is category specific reformulation. For example, in 2014, 24.7 tonnes of sugar were removed from Smart Price Cornflakes, 29.7 tonnes of sugar from soft drinks and yoghurt based drinks and 0.24 tonnes of fat from chilled pasta sauces. In 2014, the total reformulation programme resulted in the removal of 4.2 billion calories based on sales weighted data.
ASDA have a Reduced Fat range of over 80 SKUs; all products in this range have at least 30% less fat than standard equivalents, which also translates to calorie reductions in consumer diets. In January 2015, ASDA launched Good&Counted range of calorie controlled products to sit alongside our Reduced Fat range. The Good&Counted range includes 106 skus across various food categories and eating occasions. Calorie criteria is based on a daily calorie intake of 1500kcals and a proportion of the range includes options for portion controlled snacking.
In terms of customer education, ASDA are committed to the UK front of pack (FOP) labelling scheme, which is currently present on approximately 8000 ASDA Brand lines, including the G&C range. The FOP system clearly highlights calories, fat, sat fat, sugar and salt in the diet, driving informed choice. We continue our commitment to providing calorie information via our FOP labelling across media i.e. all recipes in the ASDA Magazine and those used in sampling activity. In addition, as part of our community initiative, we communicate energy information in a variety of literature for school use via our School Toolkit which since launch has reached approx. 10,000 primary school children per month.
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