Morrisons (Wm Morrison Supermarkets Plc)


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Pledge:

F4. Calorie Reduction

Committed since:

1 January, 2013

Delivery plan:

Submitted: 31 May, 2012

At Morrisons, we are committed to offering our customers choice at great value, including healthier and calorie-controlled options across our stores.The key element of our pledge activity will be the roll out through 2012 of a new health and wellness brand called NuMe. This will replace our existing Eat Smart range and will feature great new lines, extending our healthier offer across chilled, frozen and ambient categories.The eye-catching brand design will feature clear nutritional labelling to help shoppers navigate for healthier options. The packaging will include bold calorie and nutrition icons in order to communicate quickly and simply at point of purchase the calorie content per serving, and other nutritional benefits, including low salt, high fibre and low saturated fat.The NuMe range will:- launch with a minimum of 300 lines over Spring and Summer 2012, increasing our healthier offer by over 100 lines;- significantly increase core distribution of our healthier own brand range, with a minimum of 160 lines across 85% of our stores;- be supported with marketing and PR campaigns that will include point of sale support and customer education on the calorie and nutrition icons;- include Weight Watchers ProPoints on pack to support customers following approved weight management and calorie-controlled programmes;- include popular dishes in convenient formats that offer a calorie-controlled option. Products will include an extensive range of chilled and frozen ready meals, frozen desserts and even a pizza so customers dont feel like theyre missing out.This calorie reduction activity complements the progress we are making on other Responsibility Deal pledges, notably F1.Out of Home Calorie Labelling. Further information on our programme to provide calorie information in our customer cafes and Market Street can be found here: http://responsibilitydeal2.dh.gov.uk/render.php?r=1023

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