Orkla Brands approach to nutrition and health

Transcription

1 Orkla Brands approach to nutrition and health

2 CONTENTS Orkla Brands approach to nutrition and health 3 The WHO s recommendations to the food industry 4 General principles at Orkla Brands 5 Product innovation - Examples of innovative products on page 7 and 8 6 Consumer information - Labelling on page 10 9 Marketing guidelines 11 Emphasis on nutrition and health 12 Orkla Brands approach to nutrition and health 2

3 Orkla Brands approach to nutrition and health The food we eat and physical activity are key factors for our health. The connection between the nutritional content of food and people s health and well-being is clearly highlighted in the Global Strategy on Diet, Physical Activity and Health, adopted in 2004 by the World Health Organisation (WHO). The strategy has provided a platform for a wide range of national and international activities, including efforts to prevent obesity and overweight. A balanced diet and regular exercise are very important for good health. However, health is a complex matter, and as a business enterprise, we can only provide part of the solution. Promoting good health is a goal that can only be achieved through the concerted efforts of several different actors, such as the public authorities, educational institutions, consumers and the food industry. At Orkla Brands, we are committed to participating in such cooperation. The purpose of this report is to give our stakeholders an insight into the way Orkla Brands works in the field of nutrition and health. Questions regarding the report may be sent to our Nutrition and Health Manager, Anders Högberg (anders.hogberg@procordia.se). Håkon Mageli SVP Corporate Affairs Orkla Brands 1 June 2011 Orkla Brands approach to nutrition and health 3

4 The WHO s recommendations to the food industry The WHO emphasises that physical inactivity and excessive consumption of food with a high energy content primarily products containing a lot of fat and sugar and a high intake of salt significantly increase the risk of cardiovascular diseases, cancer and diabetes. The WHO therefore recommends that consumers limit their intake of fat, sugar and salt, and that the food industry reduces the content of fat, sugar and salt in processed products. WHO also recommends that the authorities consider introducing more stringent labelling and information requirements in order to influence consumers choice of food products*. In 2010, WHO put further emphasis on this at the sixty-third World Health Assembly, by following up progress and deciding on a set of recommendations on the marketing of foods and non-alcoholic beverages to children. The WHO calls on the global food industry to: promote healthy diets and physical activity in accordance with national guidelines, international standards and global aims limit the content of saturated fat, trans-fatty acids, sugar and salt in existing products continue to develop and offer consumers a selection of affordable, healthy and nutritious choices consider introducing new products with better nutritional value provide consumers with adequate and understandable product and nutrition information practise responsible marketing, particularly as regards the promotion and marketing of food high in saturated fats, trans-fatty acids, sugar and salt, especially to children issue simple, clear and consistent food labels and evidence-based health claims that will help consumers to make informed and healthy choices with respect to the nutritional value of foods provide information on food composition to national authorities assist in developing and implementing physical activity programmes * Orkla Brands approach to nutrition and health 4

5 General principles at Orkla Brands We will develop and market tasty products that offer added value in terms of nutrition and health, promoting well-being and food enjoyment. Orkla Brands complies with national nutrition recommendations, and the overarching principle of promoting a balanced, varied diet Orkla Brands will pursue an open dialogue with authorities, universities and other special interest organisations General principles at Orkla Brands Orkla Brands will make it easy for consumers to choose a balanced, nutritious diet by labelling packaging with relevant, understandable information on nutritional content Orkla Brands food products are assessed from a nutrition and health perspective. Nutrition and health are factors naturally taken into account in the development of new products and the design of product information Orkla has supported a research project aimed at investigating why fruit and vegetables are so healthy. The funding was provided through the Research Council of Norway, and the project is headed by Professor Rune Blomhoff at the University of Oslo. Researchers at Lund University have investigated the effect on several risk markers connected to diabetes and hearth disease of various food products. These products contained a high level of antioxidants, fibre and wholegrain. The results showed a sharp decrease in the cholesterol level, a reduction in the blood pressure and a reduction in the risk for developing thrombosis. The study was cofinanced by several Orkla Brands companies. Orkla Brands approach to nutrition and health 5

6 Product innovation When developing new products, one of our aims is to give the consumers more options within our existing product categories. We devote particular attention to: Portion sizes The portion sizes of Orkla Brands products must be designed with a view to giving consumers choices. Insofar as possible, consumers should be offered a variety of packaging sizes. Energy density The fat and sugar content of products containing these ingredients will be reduced to the extent taste and commercial considerations allow. Fat/fat composition Orkla Brands current and new products will have a favourable fat composition, insofar as taste and commercial considerations allow. Orkla Brands should avoid launching new products high in saturated fats and trans-fats. Salt Excessively high levels of salt in products should be avoided. When salt is necessary to enhance taste, it will be replaced by other ingredients that compensate for the role of salt. Carbohydrates/fibre Use of ingredients that are high in fibre should be considered where relevant. Fruit and vegetables Wherever possible, Orkla Brands will encourage more consumption of fruit and vegetables through its own products and by implementing other measures, if appropriate. Products for children Orkla Brands must be particularly vigilant with regard to the nutritional properties of products that target children and/or consumers with special dietary needs. Children s products must not contain more fat, added sugar or calories than similar products for adults or families. Several Orkla Brands companies have a cooperation agreement with the Antidiabetic Food Centre (AFC) at Lund University in Sweden. The AFC seeks to promote knowledge and expertise related to the development of foods that can help to reduce the risk of obesity, age-related diabetes and cardiovascular disease. Orkla Brands approach to nutrition and health 6

7 Examples of innovative products Ready meals Felix Italia offers a range of ready meals consisting of dishes with ingredients such as pasta, vegetables, chicken, ham, or mozzarella cheese. All these dishes contain a reduced content of fat and salt. Pasta Pastella wholegrain Fettuccine is a tasty fibre-rich alternative to the traditional pasta. It is made of 100% wholegrain durum wheat flour. Based on the fibre content and low salt content, it is labelled with the Green Keyhole symbol. Wholegrain pies All the natural components of the wheat kernel are retained in wholegrain flour, which is therefore a good source of fibre, vitamins and minerals. Stabburet and Felix make several varieties of wholegrain pies. Pizza The keyhole-labelled Grandiosa pizza contains added wholegrain and, in addition, less fat and salt. Jam and marmalade Orkla Brands has jams with a caloric content ranging from 190 kcal/100 g, such as Noras Hjemmelagede Jordbærsyltetøy (home-made strawberry jam), to 40 kcal/100 g, such as Nora Uten Tilsatt Sukker (without added sugar). Omega-3 Stabbur-Makrell, Stabbur-Makrell portion pack and Mästar Makrill from ABBA contain health-promoting omega-3 fatty acids. Patés Stabburet Kyllingpostei (chicken paté) is made of chicken, chicken liver and vegetable oils, and is a good source of iron, folate and vitamin B12. Sweet spreads The sugar content of Nugatti Max chocolate nut spread has been reduced by a total of 33% by increasing the quantity of milk whey powder and adding fibre. The product contains no artificial sweeteners at all. Smoothies and juices Nora Drikk 2 Frukter (Drink 2 Fruits) and Ekströms Deli Smoothies are made exclusively of fruit and berries, with no sugar or artificial sweeteners. Nora juices contain much of the healthy compounds from fruits and berries. Beverages Orkla Brands has beverages with a caloric content ranging from 37 kcal/dl, as in Önos fruit syrups, to as low as 1 kcal/dl, as in Fun Light sugar-free cordials. One example in between these is Fun Fruit with 8 kcal/dl. Orkla Brands approach to nutrition and health 7

8 Examples of innovative products Ketchup, dressing and sauce Beauvais and Felix both offer a tomato ketchup that contains less sugar and salt. Several Felix and Beauvais dressings have a reduced fat content (10% fat or less). The sauces from Oolannin have a reduced content of salt and are lactose free. Bread Credin A/S offers a range of bakery mixes where the baked bread fulfills the criteria laid down by the Danish Wholegrain Partnership. Lettbrød (light bread) from Idun has less calories and salt, and has a high fibre content. Fit4Life is a Universal Healthy bread mix that must be dosaged on a minimum of 25% on dry substance in bread, rolls etc. This mix is specially developed to achieve a high fibre content in bread. Snacks and sweets Orkla Brands healthier sweets and snacks include IFA sugar-free pastilles as well as KiMs Ovnbagte (oven-baked), containing only 7% fat. Sunflower oil with a favourable fat composition is today the standard oil used in Orkla Brands snacks companies. Biscuits FiberRik (high-fibre) biscuits from Sætre and sugar-free Digestive and Digestive Extra Fullkorn (extra wholegrain) biscuits from Göteborgs Kex are healthier alternatives. Dairy and milk-based products The Jacky Jugupala yogurt and Jacky Makupala pudding ranges consist of several variants with less sugar and low lactose. These also have an increased fibre content. Risifrutti Låglaktos (low-lactose rice pudding) is designed for lactose-intolerant consumers. Cereals Pauluns Cereals and Muesli are rich in fibre and wholegrain, and contain no added sugar. Dietary supplements The Orkla company Axellus offers products that make it easy to live healthily, thereby promoting health and well-being. Liva Almost one out of three children in Sweden today is allergic, and around 5-8% is oversensitive to certain foods. Consequently, Procordia launched Liva ParNut, a brand targeting the catering industry. The product range comprises meatballs, meat patties and other ground meat dishes that are guaranteed to contain no gluten, lactose, milk protein, soy protein or egg protein. Malnutrition is a frequent problem among elderly and Procordia is matching this problem with their launch of Liva Energy. These products contain 30 % more energy. Orkla Brands approach to nutrition and health 8

9 Consumer information At Orkla Brands, we want to make it easy to choose a balanced, nutritious diet by labelling packaging with relevant information on nutritional content, and providing supplementary nutrition information where this is possible and relevant. In the past few years, Orkla Brands food companies have improved both the nutritional content declaration on their packaging and the health and dietary information provided by the companies websites and consumer service departments. On the Orkla Brands website ( under Nutrition and health, you will find useful information from Orkla Brands Nutrition and Health Manager on diet and physical activity. You can also read about the labelling systems used by Orkla Brands, find information about the various nutrients found in food and read about the latest research developments. Furthermore, you will find links to Orkla Brands companies that have their own nutrition and health websites with continuously updated news on these topics. Stabburet has distributed comprehensive brochures on Stabbur-Makrell and omega-3 to Norway s 800 public health clinics, and participated in the annual conference for public health nurses. Orkla Brands approach to nutrition and health 9

10 Labelling GDA (Guideline Daily Amounts) is a voluntary labelling system that has been endorsed by most of the major food companies in Europe, thereby ensuring the provision of uniform nutrition information. GDA is designed to make it easier for consumers to understand the nutritional content of food products by translating technical terms into more consumer-friendly language. Several Orkla Brands companies have introduced GDA labelling on their products. One portion contains: of an adult s GDA* The Green Keyhole symbol is a system of labelling that identifies the healthier products in various food product categories, based on criteria such as salt, sugar or fibre content. This is a simple, clear labelling method that tells consumers that products displaying the Green Keyhole symbol are a better choice than other products in the same category. The Green Keyhole system has existed in Sweden since the late 1980s. Orkla Brands participated in the Swedish effort to revise the system in 2004 as well as in the similar Nordic effort in Orkla Brands considers the introduction of the Green Keyhole throughout the Nordic region to be very positive. We are also positive to expand the labelling system to cover more product categories, e.g. beverages. The Bread Scale and the Danish Wholegrain Partnership The Danish and Norwegian bread companies within Orkla Brands use a labelling system on their products to indicate the content of wholegrain. The labelling scheme called Brødskala n (the Bread Scale) comprises four labels categorising the bread on the basis of wholegrain and wholegrain flour content. Comprehensive guidelines for the use of the labels are developed, and access to using the labels is only granted after a contract has been signed between the operator and the Federation of Norwegian Food and Drink Industry. In Denmark, the criterias of Vælg fuldkorn først (choose wholegrain first) are set by the Danish Wholegrain Partnership. In essence, they follow the same guidelines as the Green Keyhole, but have a higher demand for the content of wholegrain. 0 25% white 25 50% semi wholegrain 50 75% wholegrain % extra wholegrain Orkla Brands approach to nutrition and health 10

11 Marketing guidelines In autumn 2007, new voluntary guidelines were drawn up, and Orkla Brands Nordic companies initiated an internal dialogue to ensure the effective implementation of the guidelines. These new guidelines primarily concern the marketing of highenergy, low-nutrient products to children. The decision by WHO at the sixty-third World Health Assembly in 2010 on a set of recommendations on the marketing of foods and non-alcoholic beverages to children further strengthens Orkla Brands commitment to act. Orkla Brands will not develop advertising for high-energy, low-nutrient products that directly targets children, or advertise such products through media channels particularly designed for children exercise caution with regard to the use of persons and characters that are well-known to children from TV programming or films not develop advertising that targets schools or day-care centres not offer vending machines for high-energy, low-nutrient products to day-care centres or schools below college/university level exercise caution with regard to entering into agreements regarding promotional activities, the distribution of samples, etc. at events or gatherings for children, at which children are unaccompanied by adults introduce procedures for informing and obtaining the approval of parents or guardians for the distribution of samples to children in connection with external events and visits to our companies Orkla Brands approach to nutrition and health 11

12 Emphasis on nutrition and health Good, high-quality food is the very essence of the work we do at Orkla Brands. Nutrition and health are also prime concerns in the development and manufacture of our food products. We want to make it easy for consumers to make healthy dietary choices, and we also offer dietary supplements to meet a variety of needs. Our product developers, cooks, nutrition experts and marketing staff team up in focused efforts to develop new products adapted to today s consumer needs. For Orkla Brands, nutrition and health are not just a question of responsibility, but also a field that offers a wide range of opportunities. Nutrition and health will be a priority area for Orkla Brands in the years ahead. We will continue to be committed to making it possible for consumers to choose a balanced diet by offering a broad assortment of products. Another important aspect of our work is to give consumers clear supplementary information on what our products contain, and whether they offer special health benefits. For instance, we will further develop the system of GDA labelling, and we support the introduction of the Green Keyhole symbol as a joint Nordic system of labelling. The guidelines for marketing that targets children will continue to play a key role in our work. Orkla Brands considers this an ethical issue, where we as an enterprise have a major responsibility for and possibility of influencing developments. Orkla Brands approach to nutrition and health 12