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Exploring Industry’s Response to Reformulation Programmes Kate Halliwell, Head of UK Diet and Health Policy, Food and Drink Federation
Exploring Industry’s Response to Reformulation Programmes
Kate Halliwell, Head of UK Diet and Health Policy, Food and Drink Federation
Three Sectors of the Food Industry
Manufacturers
Represented
by:
Retailers
Supermarkets,
convenience
stores
Out-Of-Home
Restaurants,
pubs, coffee
shops, take-
aways
Ongoing Public Health Initiatives
Energy
(calorie)
Reduction
Programme
Soft Drinks
Industry
Levy
(‘sugar tax’)
Review of
which foods
can be
advertised
to children
Salt
Reduction
Targets
Scottish
Obesity
Strategy
Welsh
Obesity
Strategy
Childhood
Obesity Plan
Chapter 1
August 2016
Sugar
Reduction
Programme
Childhood
Obesity Plan
Chapter 2
June 2018
9pm
Watershed
for
advertising
Calorie
Labelling
for Out of
Home
Restrictions
on retail
promotions (Location and
Price)
Ban on
Energy
Drinks
Wider Pressures on Manufacturers
BREXIT
RETAIL
PLASTICS
• Reduced access to labour?
• New Import tariffs / non-tariff barriers on food and ingredients?
• Export challenges like ‘rules of origin’?
• Future food regulation?
• Increased input costs
• Fragile, just-in-time supply chains
• Food uses more plastic than any other sector
• Plastic packaging prevents food waste; which is the greater evil?
• Tesco merged with Booker
• Tesco ‘strategic alliance’ with Carrefour
• Sainsbury and Asda want to merge; if that happens 61% of market in hands of 2
players
Programme Categories Published date Guidelines
Salt reduction 76 March 2014
Salt targets for each category by 2017
Sugar reduction 13
(food categories)
March 2017 5% sugar reduction by year 1
20% sugar reduction by 2020
Sugar reduction
7
(juice and milk
based drink
categories)
May 2018 Milk based drinks
10% sugar reduction by 2019
20% sugar reduction by 2021
Juice based drinks
5% sugar reduction by 2021
Calorie reduction TBC
(draft = 14
categories)
Mid 2019 20% calorie reduction by 2024
Sugar/calorie reduction
for infant foods
TBC Mid 2019 TBC
Summary of Current Reformulation Programmes
Food Is Changing… and there is more to come
• For the last decade, the UK's food and drink companies have been
changing the recipes - reformulating - their products to remove:
Sugar
Calories
Fat
Salt
as well as moving to appropriate portion sizes.
• Over the last 5 years, FDF member companies have reduced calorie
content in the average basket by 5%, and sugar content by 12%.
• Since 2012 our members have reduced salt by a further 11%, continuing
to build on more than 15 years of steady reformulation work
Sugars Reduction Programme
• Summary of progress across categories by manufacturers and retailers
PHE Year 1 Monitoring Report
Soft Drinks
Industry
Levy
(SDIL)
Manufacturers/importers of drinks containing 5g/100ml of
sugar or more have to pay 18p per litre levy. For drinks
containing 8g/100ml or more, they will have to pay 25p
per litre
Sugars reduction ‘challenges’ have been developed for
drinks currently outside the levy (eg milk-based / pure
fruit juice)
Soft Drinks Industry Levy (‘sugar tax’)
“
”
Childhood
Obesity Plan
Chapter 1
Sugar
Reduction
Programme
Year 1
Report Year 2
Report
Sugars Reduction Programme
August 2016 March 2017 May 2018 March 2019 (TBC)
Reformulation: The Challenges
• Reformulation is not simple and cannot happen overnight.
• Sugar plays a variety of roles in food beyond flavour. It helps keep ice
cream soft by lowering the freezing point and helps to give the rise and
colour in cake.
• To reformulate a product each of the roles has to be considered to
ensure the end product maintains the great taste a consumer expects
AND has the same texture, appearance and shelf life.
Calorie
Reduction
Programme
March 2018
Industry ‘challenged’ to reduce
calories on sale in additional
product categories by 20% by
2024 Bread with additions (e.g. olives, cheese etc.)
Crisps and savoury snacks
Savoury biscuits, crackers and crispbreads
Potato products (e.g. chips, croquettes, mashed potato)
Sausages (raw and cooked) and sausage meat
Meat, fish and vegetarian pastry pies
Cooking sauces
Table sauces and dressings
Pasta/rice/noodles with added ingredients and flavours
Ready meals with carbohydrate accompaniment
Meal centres without carbohydrate accompaniment
Prepared dips and composite salads
Pizza
Egg products/dishes (eg quiche)
Food to go e.g. sandwiches, boxed main meal salads
etc
Calorie Reduction Programme
Calorie Reduction Programme
• FDF has long called for a programme that considers calories
• Companies are considering the proposals to provide feedback on:
• Categories
is it clear what’s included
do they make sense to industry and, importantly, to consumers
• Achievability
What can be changed in the products
Are the suggested figures ever going to be achievable
Calorie Reduction Programme
• A British icon with almost 200 years of heritage and history.
• Two years of R&D to develop a new Cadbury Dairy Milk product with 30% reduction in sugar. This will launch in 2019.
• Replaced physical functionality of sugar with fibre in a way that preserves the structure of chocolate and gives correct texture and taste profile.
Case study – Cadbury Dairy Milk
• Coco Pops Granola passes the nutrient
profile model and can legally be
advertised to children.
• Advert:
Only referred to Coco Pops granola
Coco monkey only seen with granola product
Pack shot at the end is for granola
• ASA ruled against an advert shown on
children’s TV due to link to Coco Pops.
Case study – Kellogg’s Coco Pops Granola
• Industry is fully engaged in the Government reformulation programmes,
however, reformulation takes time and the guidelines are ambitious.
• It is two years since the Childhood Obesity Plan launched, with actions from
this still underway and yet further policy restrictions have been proposed,
increasing pressure on the industry.
• If Government restricts our ability to advertise and promote new healthier
options to shoppers, it could risk the success of the reformulation programme.
FDF Key Messages
