Feel Good Drinks

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F4. Calorie Reduction

Committed since:

6 August, 2013

Delivery plan:

Submitted: 6 August, 2013

As a responsible organization Feel Good Drinks Ltd are committed to the Calorie Reduction Pledge and are actively supporting its principles by offering a range of quality products that can be enjoyed as part of a balanced diet
We offer a range of soft drinks in a variety of different packaging formats all of which provide clear, concise and consistent nutritional information which allows our consumers to make a healthier choice and help reduce their calorific intake.
The brands that are sold under our portfolio are:
• Feel Good Juice Drinks
• Feel Good Kids Drinks
• Feel Good Waters
• Feel Good Cocktails
• Effect Energy Drinks
Since 2012 we have been working hard at taking sugar out of our products and have reduced the calorific content across all of our product ranges. By the end of 2013, and using 2011 values as the base year, we will have reduced the average calorific content per 100ml of ready to drink Feel Good branded product by c.10%
Our marketing policy since the foundation of the business has been to focus on no added sugar products. At the end of 2013 the percentage of no added sugar products in our portfolio will continue to be >90% of the total
In order to support the Calorie Reduction Pledge Feel Good Drinks Ltd will:
1. Increase the number of no added sugar / low calorie offerings in our product portfolio
2. Prioritise consumer marketing initiatives for the no added sugar Feel Good brand to support our drive for No Added Sugar household penetration and to increase sales of No Added Sugar products vs high sugar competitor alternatives
3. Continue to actively detail calorific and sugar content on all of our products
4. Introduce smaller pack size products to give consumers options for lower volume / lower total calorie portions eg a new 275ml bottle range vs our current 375ml bottle

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