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F4. Calorie Reduction
1 January, 2013
Submitted: 26 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.
We are pleased to report that we have passed our original calorie reduction per litre target of 5%, having achieved a reduction of 7.8% when compared to 2011.
In absolute terms across our portfolio*, we placed 2.7 billion fewer calories on the UK market in 2014 when compared to 2013 and we will continue to strive to achieve further reductions.
Specific actions have included:
In 2014 IRN-BRU Sugar Free was fully integrated into all IRN-BRU advertising and communication programmes. It played a leading role in the marketing activities which supported our 2014 Glasgow Commonwealth Games (G2014) sponsorship. As a result of this increased focus, sales of IRN-BRU Sugar Free have continued to grow ahead of IRN-BRU Regular, with year on year growth of +3.6%. IRN-BRU Sugar Free as a % of total IRN-BRU sales increased from 31.6% to 32.7%.
Over the last 2 years we have further reduced the sugar content across our Barr flavour range, meeting the amber specification of the new front of pack labelling scheme. Sugar reductions have been achieved across 5 Barr flavour variants: Barr Cream Soda -44%, Barr Ginger Beer -41%, Barr Pineapple -42%, Barr Shandy -31% and Barr Red Kola -48% together with Tizer -43%. All new Barr variant launches e.g. Barr Bubblegum are now formulated at this mid calorie level.
A focus on Barr Diet Cola distribution, along with the 2014 launch of zero sugar Barr Xtra Cola have moved the % contribution of no sugar Barr Cola sales from 14% in 2014 to 28% in 2015. Sales of the Barr mid calorie range also benefited from the brand's first ever TV advertising support in 2014.
Sales of Strathmore water have made a significant contribution to our calorie reduction pledge progress. This has been driven by new flavour development on our no sugar Strathmore Twist brand combined with the success of our G2014 campaign on plain water. Strathmore litreage increased by +23.7% in 2014 vs 2013, plain water by +15% and Twist by +181.3%.
* exc franchised brands
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