ORKLA S APPROACH TO NUTRITION AND HEALTH

Transcription

1 1 ORKLA S APPROACH TO NUTRITION AND HEALTH

2 CONTENTS Orkla s approach to nutrition and health 3 The WHO s recommendations to the food industry... 4 Orkla s mission... 5 Product innovation... 6 Examples of innovative products... 8 Consumer information Labelling Marketing guidelines. 13

3 ORKLA S APPROACH TO NUTRITION AND HEALTH Close to one third of the global population is now overweight. Lifestyle-related diseases are increasingly prevalent, heightening the need for healthier food and more physical activity. Tackling these challenges requires dialogue and cross-cutting, concerted efforts by the food industry, the retail sector, specialised experts and public authorities. We at Orkla are committed to shouldering our share of responsibility and promoting better health. By developing healthier variants of the products that consumers eat and drink every day, we can help to improve people s diet. We can inspire consumers to make healthy choices by developing new tasty, healthy foods. By providing clear, easily understandable information on products nutritional content, we make it easier to choose a balanced diet. The purpose of this report is to give our stakeholders an insight into the way Orkla works in the field of nutrition and health. (Please contact our Nutrition and Health Manager, Anders Högberg anders.högberg@orkla.no, if you have any questions regarding this presentation.) Peter A. Ruzicka President and CEO Orkla ASA January

4 THE WHO S RECOMMENDATIONS TO THE FOOD INDUSTRY The WHO emphasises that physical inactivity and unhealthy diets, especially those that have a high content of fat, sugar and salt, are among the leading causes of lifestyle diseases. The WHO therefore recommends that consumers limit their intake of salt, sugar and fat and shift fat consumption away from saturated fats to unsaturated fats. At the same time, the food industry should reduce the content of fat (especially saturated fat), sugar and salt in processed products. The 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, the WHO put further emphasis on this at the sixtythird 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: o Promote healthy diets and physical activity in accordance with national guidelines, international standards and global aims. o Limit the content of saturated fat, transfatty acids, sugar and salt in existing products. o Continue to develop and offer consumers a selection of affordable, healthy and nutritious choices. o Consider introducing new products with better nutritional value. o Provide consumers with adequate and understandable product and nutrition information. o Practice responsible marketing, particularly as regards the promotion and marketing of food high in saturated fats, transfatty acids, sugar and salt, especially to children. o 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. o Provide information on food composition to national authorities. o Assist in developing and implementing physical activity programmes. * 4

5 ORKLA S MISSION ORKLA S MISSION IS IMPROVING EVERYDAY LIFE WITH HEALTHIER AND MORE ENJOYABLE LOCAL BRANDS. At Orkla, we are passionate about improving our consumers everyday life with healthier and more enjoyable local brands. Our great-tasting and convenient innovations, with a healthier profile as compared to competition, will make it easier to achieve a healthy lifestyle. Our engagement shall make us an attractive partner for external stakeholders such as customers, government, investors and local communities and an attractive employer to current and future employees. ORKLA S PRIMARY OBJECTIVES UP TO 2020: o Develop products containing less salt, sugar and saturated fat o Launch concepts and innovations that promote a healthier lifestyle o Help to increase the consumption of fish o Make it easier for consumers to choose healthy products o Avoid marketing to children o Engage consumers in healthy lifestyle activities Each company tailors its approach to healthy food to local consumer needs, however, always in compliance with Orkla s strategy. A broad range of products with reduced content of sugar, fat, salt and additives have been launched across Orkla s companies during the last few years. 5

6 PRODUCT INNOVATION Product development and innovation work at Orkla are based on local needs and taste preferences. Several Orkla companies have their own R&D departments staffed by nutrition experts. Through close collaboration with external centres of expertise, Orkla applies new knowledge in the fields of health and diet in developing tasty, innovative products with a sound nutrition profile. When developing new products, we devote particular attention to: LESS SATURATED FAT Orkla seeks to reduce the population s intake of saturated fat, for instance by replacing palm oil with healthier types of fat. Beneficial fatty acids such as olive oil and sunflower oil have been substituted for palm oil in several products, including biscuits and snacks. Examples of product improvements are Kornmo, Tom & Jerry and Bokstavkjeks biscuits. REDUCED SUGAR CONSUMPTION Orkla offers sugar-free or low-sugar options in several categories, such as beverages, toppings and spreads, jam and ketchup, and is working on reducing the amount of sugar in more products. LESS SALT Orkla wants to contribute to lowering people s salt intake. We have set ambitious targets for reducing salt in our products and categories. Some of our activities are: 1. A commitment to remove 80 tonnes of salt from Orkla s Norwegian products from 2014 to The salt content in a number of products under the Pizza Grandiosa brand in Norway has been reduced to levels well below the criteria specified for the Keyhole labelling scheme. In Norway, the average salt content in Pizza Grandiosa has been reduced from 1.4% to 1.0% during the last five years. 3. Significant reductions in the salt content of ready meals, soups and sauces in Sweden and Norway have been achieved. In Norway the average level of salt in soups has been reduced from 1.2% to 0.7%. 6

7 PRODUCT INNOVATION APPLIED RESEARCH TO IMPROVE PRODUCTS Orkla s companies are involved in around 20 research projects to improve products. Here are two examples: o o Several Orkla 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. The new research project Packing a Healthier Lunch aims at developing products with a lower content of salt and saturated fat. Orkla Foods Norge is one of the project participants. The objective of the project is to develop bread and processed cheese that contain less salt, and sausage containing less saturated fat and salt. 7

8 EXAMPLES OF INNOVATIVE PRODUCTS READY MEALS TORO offers chilled ready meals with fish, salmon with pasta, and fish pie with potato. Felix Italia, Felix Thai and Felix India offer pasta and rice dishes with a lot of crispy vegetables and a balanced content of fat and salt. DRIED PRODUCTS TORO is a large brand in Norway which includes a wide range of dried products. These naturally have a long shelf life without any preservatives. In dried soups and sauces, there has been a continuous work with salt reduction, and the average levels are today as low as 0.7% salt in soups and 0.9% in sauces. MEAT PRODUCTS A new type of meat products has been launched by Felix in Sweden. In Felix Smart Food products, a large part of the meat has been replaced by wholegrain cereals. Felix also offers a line of pure vegetarian products, rich in protein and with no additives. PASTA PRODUCTS Pastella wholegrain Fettuccine is a tasty, fibre-rich alternative to the traditional pasta. It is made of 100% wholegrain durum wheat flour and is labelled with the Green Keyhole symbol. Pastella and TORO have launched a new type of fresh pasta made from dough with a 40% vegetable content. POTATO PRODUCTS Mashed potato powder with no food additives and frozen mashed potatoes have been launched by Felix and Nora, respectively. PIZZA The Keyhole-labelled Pizza Grandiosa contains added wholegrain and, in addition, less fat and salt. In Norway the average salt content in Pizza Grandiosa has been reduced from 1.4% to 1.0% during the last five years. In addition TORO has a Keyhole-labelled pizza dough rich in fibre and oats. JAMS AND MARMALADES Orkla companies produce jams with a calorie content ranging from 75 kcal/100g (Nora Without added sugar) to 205 kcal/100g (Nora s Home-made strawberry jam). Orkla Foods Danmark launched a jam with less added sugar, sweetened with stevia. Nora s Stirred contains 80% berries. 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. Palm oil has been replaced by sunflower oil in Nugatti and Sjokade.. 8

9 EXAMPLES OF INNOVATIVE PRODUCTS OMEGA-3 Stabbur-Makrell, Mäster Makrill from Abba, as well as Möller's cod liver oil and Möller's Dobbel, contain healthpromoting Omega-3 fatty acids. SMOOTHIES AND JUICES Paulúns Supersmoothies and Superjuices are made exclusively from fruits and berries, with no added sugar. PATÉS Stabburet chicken pâté is made of chicken, chicken liver and vegetable oils, and is a good source of iron, folate and vitamin B12. Stabburet liver pâté also exists in a light variant with only 9% fat. BEVERAGES Orkla offer beverages with a calorie content ranging from 50 kcal/dl, as in Önos fruit syrups, to as low as 1 kcal/dl, as in Fun Light sugar-free cordials. Fun Light products contain natural colours and aromas. Several new innovations with less or no added sugar and with stevia, have been launched recently KETCHUP AND DRESSING Beauvais and Felix both offer a tomato ketchup that contains less sugar and less salt. Felix and Beauvais produces a ketchup with no or less added sugar, sweetened with stevia. Several Felix, Idun and Beauvais dressings have a reduced fat content (10% fat or less). SAUCE The sauces from Oolannin have a reduced content of salt, and are lactose free. Abba, NemFisk and TORO have launched sauces that make it easier for the whole family to prepare and eat fish. BREAD Credin offers a range of bakery mixes where the baked bread fulfils the criteria laid down by the Danish Wholegrain Partnership. Fit4Life from Idun is a universal healthy bread mix with a high fibre content. TORO offers crispbread, homemade pizza bottom and scones dry mixes with a high wholegrain and fibre content. SNACKS AND SWEETS Healthier sweets and snacks include the Polly and Anyday dry-roasted nut selection without salt and Crisp' s, a range of wholewheat wavy crisps from KiMs with a lower calorie content and fat percentage than traditional crisps. Sunflower oil with a favourable fat composition is used in many products in Orkla s snacks companies, e.g. Cheez Doodles. 9

10 EXAMPLES OF INNOVATIVE PRODUCTS BISCUITS FiberRik (high-fibre) biscuits from Sætre and sugar-free Digestive biscuits and Smörgosrån with wholegrain from Göteborgs Kex are healthier alternatives. In many of our biscuits, palm oil has been replaced by sunflower oil.. DAIRY AND MILK-BASED PRODUCTS The Jacky Jugupala yogurt pudding ranges consist of several variants with less sugar, low lactose and increased fibre content. This lactose-free Risifrutti is designed for lactose-intolerant consumers. CEREALS Paulúns Cereals and Muesli contains a lot of wholegrain and no added sugar. The latest innovation in this category is Paulúns Granola-muesli with 19% fibre. WEIGHT-MANAGEMENT PRODUCTS Nutrilett contributes with a range of products for persons who want to lose or maintain weight. The products include shakes, soups, bars and snacks. The weight-loss effect of Nutrilett is well documented scientifically SPORTS NUTRITION Maxim s products are developed by nutrition specialists and in cooperation with athletes. They are developed for men and women, all the way from top athletes to those who are more modest exercisers. Maxim is sold in more than 20 countries throughout the world. LIVA Malnutrition is a frequent problem among elderly, and Orkla Foods Sverige is matching this problem with their launch of Liva Energy. These products contain 30% more energy. ALLERGY (1) Today, almost one out of three children in Sweden is allergic, and around 5-8% is oversensitive to certain foods. Consequently, Orkla Foods Sverige has launched Felix ParNut, a brand targeting the catering industry. The product range comprises meat balls, meat patties and other ground meat dishes that are guaranteed to contain no gluten, lactose, milk protein, soya protein or egg protein. ALLERGY (2) TORO has a long tradition of delivering innovations that are free from gluten, egg and milk. As a complement to a product line for making gluten-free products, over 200 TORO products are made from gluten-free raw ingredients. Examples of gluten-free versions of ready meals are TORO Lasagne and TORO lactose-free porridge. TORO also has a long and productive cooperation with the Norwegian Celiac Association (NCF). 10

11 CONSUMER INFORMATION Orkla s companies are implementing the new EU regulation on Food Information to consumers (No. 1169/2011). This means that Orkla products in the future will have a nutrition declaration with at least seven nutrients listed on packages. Orkla will also implement clearer allergy information. In addition, we want to make it easy to choose a balanced, nutritious diet by e.g. providing supplementary nutrition information where this is possible and relevant. In the past years, Orkla s 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. This work will continue also in the future. Many Orkla companies provide product information on their websites. For example, on the Orkla Foods Sverige website ( under Produkter, you will find useful information about the nutritional values and ingredients in their food products, as well as information about allergies, cooking, storing and recycling of the products. On the Orkla website ( under the section Sustainability, you will find useful information about Orkla s view on nutrition and health. 11

12 LABELLING RI (Reference Intake) 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. RI 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 companies have introduced RI labelling on their products. 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, saturated fat 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 participated in the Swedish effort to revise the system in 2004, as well as in the similar Nordic effort in 2008 and Orkla considers the introduction of the Green Keyhole throughout the Nordic region to be very positive. We are also positive about expanding the labelling system to cover more product categories, e.g. beverages. Orkla aims to increase the number of Keyhole products towards The Bread Scale and the Danish Wholegrain Partnership : Orkla s Danish and Norwegian ingredient companies 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 have been 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 criteria of Velg 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. 12

13 MARKETING GUIDELINES We consider it important to have a conscious and responsible approach to marketing, particularly with respect to nutrition and health. Orkla has sound procedures for quality assurance of marketing and product information, and we have stringent requirements with respect to being able to justify claims. We are particularly cautious when it comes to marketing of products that appeal to children. Because of an increase in the prevalence of overweight children and adolescents, marketing restrictions are under discussion in a number of European countries. In 2010, WHO established a set of recommendations on the marketing of foods and non-alcoholic beverages to children. Orkla supports WHO s recommendation to reduce the marketing pressure associated with products with a high content of saturated fat, sugar and salt. In 2007, the food industry drew up non-mandatory Norwegian guidelines for marketing of food and drink that targeted children, which are now aligned with WHO s recommendations of These Norwegian guidelines were further developed in Orkla was actively involved in formulating these guidelines both in 2007 and Current Norwegian legislation, coupled with the industry s own self-regulatory system, makes the Norwegian regulations on marketing that targets children the most stringent in the world. Orkla is committed to developing the voluntary guidelines further in cooperation with the industry and the authorities rather than introducing stricter government regulation. Orkla has prepared internal guidelines to inform Group companies about considerations to take into account when developing marketing of food and beverages. In accordance with these provisions, Orkla companies shall: o Not develop advertising for high-energy, low-nutrient products that directly targets children, or advertise such products through media channels particularly designed for children. o Exercise caution with respect to the use of persons or characters who are well known to children from television programmes or films. o Not advertise at schools or day-care centres. o Not offer vending machines for high energy, low-nutrient products to day-care centres or schools below college/university level. o Exercise caution with regard to entering into agreements concerning sponsorship and distribution of samples etc. at events for children, or where children are unaccompanied by adults. o Introduce procedures in connection with school visits to ensure that the contact teacher obtains approval from parents in connection with the visit, and permission to distribute samples. 13