Coke, Tesco, Kraft sign up to calorie reduction pledge

Coca-Cola: calorie reduction pledge
Coca-Cola: calorie reduction pledge

The big four supermarkets and a raft of major food companies have signed up to the Department of Health Responsibility Deal, which aims to cut 5bn calories from the nation's daily diet.

The plan, first revealed by Marketing, is inspired by a similar scheme in the US spearheaded by First Lady Michelle Obama.

Asda, Marks & Spencer, Morrisons, Sainsbury’s, Tesco, Waitrose, Coca-Cola GB, Kerry Foods, Kraft, Mars, Nestle, PepsiCo, Premier Foods, Unilever, Beefeater (Whitbread) and Subway each made commitments to cut the calories of their products.

The commitments include:

  • Asda will develop a new reduced-calorie brand across a range of products that will contain at least 30% fewer calories than its core Chosen By You brand
  • Coca-Cola GB will reduce the calories in some of its soft drinks brands by at least 30% by 2014. The company has pledged to increase the marketing budget for its no calorie and zero sugar colas - Diet Coke and Coca-Cola Zero - by 25% by the end of 2014
  • Mars will cap the calories of its chocolate items to 250 calories per portion by the end of 2013
  • Morrisons will launch a range of healthier products developed by its chefs and nutritionists. More than 300 lines will be introduced, including low calorie and high fibre offerings. Key to this range will be an easy to read and understand labelling system
  • Premier Foods, manufacturer of brands including Hovis and Mr Kipling, will reduce calories in one third of its sales by the end of 2014 and at least 30% of new products will be lower calorie choices
  • Subway has committed to offer five out of its nine Low Fat Range Subs, each with fewer than 370 calories, as part of its £3 lunch offer

Tesco is on track to remove 1.8bn calories from its soft drinks, will expand its Eat, Live and Enjoy range of low-calorie meals and is making it easier for shoppers to spot low-calorie options through its "Green Ping" labels.

Health Secretary Andrew Lansley said: "This pledge is just the start of what must be a bigger, broader commitment from the food industry.  But it is a great step in the right direction and will help million of us eat and drink fewer calories."

However Charlie Powell, campaigns director for lobby group the Children's Food Campaign, dismissed the plan as "an industry game of smoke and mirrors".

"We note that the calorie reduction examples only cover small proportions of companies' products and that big names such as McDonald's, Burger King and KFC are conspicuously missing. Without an end to junk food marketing promotions, these token gestures become totally irrelevant," he concluded.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers