← Return to partner profile
F4. Calorie Reduction
1 January, 2013
Submitted: 23 March, 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.
New Product development:
Launch of FRijj 40% Reduced Sugar Chocolate and Strawberry. To give consumers a reduced sugar option in the flavoured milk drink category Dairy Crest has launched Frijj 40% less sugar in Chocolate and Strawberry varieties. Each bottle of chocolate and strawberry milkshake has 89 and 80 less calories respectively than the standard chocolate and strawberry FRijj varieties. The products launched in Asda in February 2015 and have since also become available in Morrisons and Tesco.
Launch of Clover Lighter than Light in April 2014. It contains 38g per 100g of fat - The lowest levels in the Clover range.
Range extension and portion control:
Cathedral City Mature Lighter contains 30% less fat than standard mature Cheddar, equivalent to 105 calories saved per 100g of cheese. The range is worth £32M and extends across block, sliced and grated formats. In the last year Dairy Crest have launched new formats of Cathedral City Lighter Mature variant in the form of a 550g block and a net bag of 6 x 20g snacking portions.
Cathedral City Selections our bags of 12g portions which help the consumer to eat a smaller portion than just cutting a chunk or slices from a block - are now available in an additional smaller pack size of 5 pieces, as well as the 14 piece pack. Eating a 12g portion as opposed to a standard 30g portion will save 75 calories.
Comments are closed.
Find out how you can use the Change4Life brand