← Return to partner profile
F4. Calorie Reduction
1 January, 2013
Submitted: 3 June, 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.
Helping our customers manage their calorie intake continues to a priority at M&S.
We have extended our front of pack nutrition labelling across our food and drinks items so that almost all of our food and drinks carry full colour coded or energy front of pack labelling to make it easier for customers to manage their calorie intake.
We are removing 12 tonnes of sugar across our ambient soft drinks which removes 49million calories from our customer's diets. We are also adding to our No Added Sugar drinks range to help customers manage their calorie intake and provide choice.
We continue to develop our calorie and portion controlled range of snacks, treats and savoury items, Guilt Free Snacking. We have expanded this range and ensure it is provided as part of our Food on The Move lunch time offer as a calorie controlled alternative as well as included in our till points, confectionery and savoury snacking fixtures. We also have a range calorie controlled desserts, all under <150kcal as part of our Count on Us range. Both of these ranges help customers to control their intake of calories, fat, saturated fat, sugar and salt.
Count on Us and Balanced For You continue to be the two biggest healthy meals ranges in the UK providing calorie controlled meals, salads and lunches designed to help customers manage their weight. We continue to develop new products within these ranges, offering our customers lower calorie options and promote as a healthy balanced way to manage weight and/or calorie control
Following the relaunch of our Eat Well sunflower logo in 2014, customer recognition of the healthier option logo remains high and we continue to expand the number of products that carry this logo. In store marketing health campaigns emphasise the selection of Eat Well products and their location across the store to make it easier for customers to find the healthier, calorie controlled option. All products with the Eat Well logo meet strict nutrition criteria based on the Eat Well plate for maximum calories, fat, saturated fat, sugar and salt.
In January 2015, we launched 3 new calorie controlled menu plans to help customers manage their diet and calorie intake. We also expanded our healthy recipe library and created a new Healthy Recipes section on M&S Cook With App.
We have over 1 million hits to our health website each year which provides a wealth of useful tips and ideas to help customers reach a healthy weight and manage their overall nutrient intake. The website includes healthy menu plans, recipes, BMI calculator, diet tracker and a personalised Ask the Nutritionist service which receives over 100 queries a month on diet and health.
We ran a large healthy eating campaign in January 2015 which focused on calorie control. This included TV adverts, press adds and in store features highlighting our calorie controlled options, menu plans and recipes. We also emphasised calorie content of foods in the fixture using shelf edge ticketing to help customers choose produce to suit their needs. This campaign also includes a multi-page feature in the in-store magazine which has a readership of over 4 million.
As part of our promotions strategy, we ensure healthier foods are promoted throughout the year and that there is always a healthier choice available to choose from in Dine In.
We continue to offer healthy (eat well) labelled foods as part of our Dine In and promote our healthy meals through a multi buy promotion.
Comments are closed.
Find out how you can use the Change4Life brand