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F4. Calorie Reduction
1 January, 2013
Submitted: 14 May, 2014
Please list the calorie reduction activities undertaken (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.
Mars is committed to producing quality products and promoting responsible consumption. We have been at the forefront of GDA labelling, responsible marketing, product choice and encouraging healthy active lifestyles with our consumers, customers and our associates.
As part of our Health and Nutrition strategy, we are dedicated to enhancing the nutritional profile of our products. We have invested millions of pounds and thousands of R&D man hours to reformulate our existing products, to develop new products and new formats of our existing brands that cater for varying consumer needs. Specific steps taken have included renovation of products to reduce levels of saturated fats and decrease calories per serving.
We have made significant progress in all of these areas, and through innovation and portion size reduction reduced the average number of calories per portion in our single products by over 10% from 2007 to 2011.
Mars is proud to be part of the UK Public Health Responsibility Deal, and as part of this we signed the calorie reduction pledge to support and enable our customers to eat and drink fewer calories.
As part of our pledge we made a global commitment to make all of our single serve chocolate products no more than 250 calories per portion. This commitment reflects our belief that all of our products be enjoyed as part of a healthy lifestyle and balanced diet, and forms part of our on-going efforts to encourage responsible consumption and to offer our consumers greater choice.
This commitment has seen further reformulation and reductions in calories in some of our key existing products, and the commitment also includes a future new products and special edition products.
The target for achieving this commitment was the end of the 2013. This target was met, meaning that all of our single serve chocolate bars in our current portfolio are no more than 250kcal per portion.
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