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F4. Calorie Reduction
1 January, 2013
Submitted: 11 April, 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.
Lexington's is pleased to announce that with assistance from the company nutritionist and a dedicated development chef that the calorie counted, nutritionally balanced 'Lex Energise' range has been a complete success in offering a calorie reduced option to our popular 'grab and go' range.
With seasonal changes, chef tables, complimentary marketing all have contributed to making the 'award winning' range what it is today.
Our initial plan is to make 'Lets Energise', 30% of the total 'grab and go' range by November 2014. Since our last check in November 2013, we are currently sitting at 20%. Which we will monitor closely over the next 6 months.
To help us achieve this we have introduced a fruit and vegetable juice range called 'Vitalicious' to propel us toward that extra 10% needed.
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