Cadbury in the UK to use packs to invite consumers to know more about the role of treats in their diet
People understand that our products are treats to be enjoyed sensibly as part of everything they eat and do. We believe that we can help, alongside government and others, build understanding of the role of treats in the diet and the need to maintain an active lifestyle. As a major step in supporting this, Cadbury in the UK has announced that with partners in the confectionery industry, we are taking a lead in a major consumer education initiative that will help people understand better how treats such as chocolates and sweets can be enjoyed as part of a balanced diet and lifestyle.
We will use the millions of treats we sell to advertise a "Be Treatwise" message, as well as one of the UK Government's key health messages about the need to stay active. The value of an equivalent media campaign would be in the order of £10m per year.
"Be Treatwise" is being run by the Biscuit, Cake, Chocolate and Confectionery Association (BCCCA). A specific 'Be Treatwise' website at www.betreatwise.co.uk will provide information on such topics as: the role of treats in the diet; the importance of moderate consumption and activity; and understanding guideline daily amounts. Beyond the website, the group will be producing other educational resources such as brochures and leaflets as a basis for future campaigns.
Masterfoods UK (Mars) will also be supporting the BCCCA initiative. In an industry first, two of the leading UK confectionery companies are working together in the interests of better public understanding.
"People know and love chocolate and sweets as treats, which should be enjoyed sensibly as part of everything they eat and do. Being "Treatwise" is a great way to teach, not preach, about the role of our products." said Simon Baldry, UK Managing Director of Cadbury Trebor Bassett.
"An approach such as this will help consumers to make informed choices and understand the place of treats in a healthy, balanced diet" said the British Nutrition Foundation of the BCCCA initiative.
In addition, Cadbury is also introducing a range of successfully tested innovative labelling enhancements designed to help consumers learn more about guidelines daily amounts (GDAs), the government's recommended daily amount per nutrient.
Together with the "Be Treatwise" message, the labels will also invite consumers to 'Get to Know Your GDAs' or Guideline Daily Amounts.
Extensive consumer research shows that GDAs are the most effective way to help people make informed food choices. Having this information on pack allows consumers to see what part of their GDA is represented by an individual treat.
During research, a mother of two said "It's a good reminder and seems a positive thing to do. It will help me understand what GDAs are all about."
In all, the company will introduce eight specific improvements with its new labelling. The new information will begin to appear on Cadbury packaging in the UK as packs can be re-designed.
What People think about Be Treatwise...
"It's a good reminder and seems a positive thing to do. It might even help me understand what GDAs are all about"
Mother of two, West Sussex
"It's reinforcing common sense - which is perhaps not a bad thing since we're all busy these days."
Empty nester, Hertfordshire
"The Treatwise symbol is nice and visual."
Mother, Essex
"This will probably be a good approach because it is teaching, not preaching..."
Single Female, London
What People think about enhanced GDAs and Labelling...
"I think if you're trying to re-educate people, you've got to give them the whole picture, all the information, otherwise you're going to be struggling."
Empty Nester, London
"This is telling you how much is in a portion and then it's leaving it up to you."
Mother, London
"I think you just try to be careful what you eat rather than all the time going no this, no that."
Mothers group 35-45 years, London
"(A standard scheme) would make it easier for us to understand.
It would just make you think twice about what you're getting - and probably make you eat more healthy."
Mothers group 25-35 years, Leeds
"I liked having it, because I was ignorant of those facts."
Female Empty Nesters group, London
More about Be Treatwise in the UK
What is Treatwise?
It is a visual message that reminds people about responsible consumption and an invitation to learn more about GDAs.
What does it include?
The Treatwise campaign provides information via a website (www.betreatwise.co.uk) and collateral materials such as leaflets and brochures. These cover topics such as:
- Understanding your GDA
- What is a treat - and the role of treats
- Importance of staying active
- Links to other information and support resources
Who is part of Be Treatwise?
"Be Treatwise" is run by a third party, the BCCCA, as a resource open to any company to support better education about how our products should fit into peoples lives. With the BCCCA, we are seeking to share the concept with other treat manufacturers, as well as other groups such as nutritionists and physical exercise experts, to create a wide ranging resource that helps explain the role of treats within the context of the "energy in - energy out" equation.
Who else is supporting Be Treatwise?
Be Treatwise is being led by the BCCCA and Masterfoods (Mars) support the initiative. We would encourage anyone who is interested in sharing this solution to contact the BCCCA.
Why are you doing this?
Our products provide fun and enjoyment when consumed within the context of everything that people eat and do. They are treats which should be enjoyed occasionally and for sharing with others. We wish to help consumers by reminding them of this and also help them to better understand how treats can fit into their lives in an appropriate way.
Why are you doing this now?
This is not a new area of activity for us. Cadbury was one of the first manufacturers of confectionery to provide nutrition information on pack in the 1980s.
Long before it had a name, corporate social responsibility was at the heart of Cadbury's business. So this new labelling is simply a natural extension of our normal way of doing things - trying to maintain and build the relationship of trust we have with our consumers.
It is important to highlight that the basic recipes for many of our products have remained the same for 100 years or more. What has changed are our lifestyles, our activity levels and the need for even more information about how products fit into people's lifestyles. This is the right thing to do and the right time to do it.
People know perfectly well that they should not eat too much confectionery, why is this needed?
We agree that people know about confectionery and that it is a treat, however it is a good idea for people to understand more about what they eat as well as the importance of activity, and we are happy to help do our part.
Why are you introducing the activity message?
The UK Government has highlighted that activity levels across society have fallen dramatically in recent years and that the need to keep active is essential for a healthy lifestyle.
As part of our enhanced labelling initiative, and alongside the education message "Be Treatwise", we will also carry a message that adults should achieve a total of at least 30 minutes a day of at least moderate-intensity physical activity on five or more days of the week as recommended by the Department of Health. This will appear as a range of messages such as "Be active for 30 mins per day" on the back of pack.
Our packs reach millions of people every day and we are prepared to play our part in communicating the government's message highlighting the need for an increase in physical activity to achieve energy balance.
What is a GDA?
Guideline Daily Amounts - GDAs - are a UK Government recommended guide to an average individual's daily intake of nutrients (e.g. calories, fat, saturated fat, salt, total sugars). They are derived from the Estimated Average Requirements for energy for men and women aged between 19-50, of normal weight and fitness (2500kcal and 2000kcal respectively). GDAs are not a target and are a useful base against which the content of individual foods can be compared. Whilst consumption of GDA of nutrients can vary up or down against the recommended figures on a daily basis without significant effect, consistent under or over consumption against the guidelines will lead to nutritional imbalances and impacts on weight and health. GDAs indicate an average dietary balance for an average individual. They are therefore useful as a guide.
How does GDA labelling work?
GDA labelling shows the percentage of an individual's daily guideline amount of calories, total sugars, fat, saturated fat and salt that comes from each product. This enables consumers to understand the contribution that each product makes to their daily dietary requirements.
Why GDAs?
Because we have listened to our consumers and nutrition scientists who say that this is the best way of achieving the goal of informed choice. Our extensive consumer research, which is consistent with other independent research, shows that GDAs are the most meaningful way to help consumers know more about the food that they enjoy.
What are you trying to achieve?
This enhanced information is designed to empower the consumer to see what part of their GDA is represented by an individual product within the context of a balanced diet and lifestyle.
What precisely are you doing with your new labelling?
Based on consumer insights we have introduced a new GDA icon on front of our packs ("Get to Know Your GDAs") inviting consumers to explore and learn more about GDAs in the context of their overall food intake. This includes on pack GDA nutrient information including calories, fat, saturated fats, salt, and total sugars.
GDAs are a useful measure of nutritional requirement based on daily average intakes, and aid the construction of sound diets from a variety and choice of differing foods.
In addition to the traditional GDA Nutritional Table, we have enhanced the visual appeal with symbols and colours in a style which will be consistent with other leaders in the food industry.
Is this a global initiative or just in the UK?
Whilst we've piloted in the UK we are rolling it out globally.
Is an icon really a solution?
Education is the solution. This is about education. Labelling is just one part of our overall commitment and activities to encourage responsible consumption and support informed choice. We have a 12 Point action plan that covers, products and innovation, marketing, portion sizing, labelling, vending, consumer insight, education, community, business partners, employees, science and other stakeholders.
Why not just use the FSA traffic light system?
The FSA's proposals do not apply to confectionery. We are clearly aware of other labelling options being considered by the FSA for processed foods but feel that they will be ineffective and not appropriate for our consumers. It is important to highlight that the FSA review is aimed at other pre-packaged processed foods. What we are doing for confectionery is entirely proactive and voluntary.
What do you think about the FSA labelling?
We believe that the system as currently proposed is unscientific and confusing.
Extensive research shows that consumers find GDAs as the best way of helping them to make food choices and we are surprised that the FSA is disregarding the overwhelming strength of evidence in favour of a GDA led approach.
The FSA's nutrient profiling model attempts to classify foods by using a scoring system to rate the overall balance of nutrients in the food. We do not believe that this model will help consumers as it looks at foods in isolation rather than following the basic nutritional principle that it is the combination of foods, and the amount of them and their frequency of consumption that is important.