How are you helping consumers to make choices via your labelling?
We are a company that listens closely to our consumers - so we asked them what would be helpful in terms of information and labelling. They told us that they want more and clearer information about ingredients, calories and to tell them how a particular food fits into their diet overall - not just in isolation. Read more about what consumers have told us they want.
We have come up with a practical solution and are rolling out a global labelling standard that includes ingredients and guideline daily amounts (GDA) of each of eight major nutrients - energy (calories), protein, carbohydrates, sugar, fat, saturated fat, fibre and sodium.
The most important thing we found out is that our products - treats and beverages - are well understood. People are looking for us to provide a bit of fun and enjoyment - which we have done for the last 100 years - but we know that we can also help them make smart decisions through our new, improved labelling.
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.
Find out more about the "Be Treatwise" initiative.
What information do you provide on your products?
We're always looking at how we can find new ways to help people understand and make more informed choices about our products. This includes providing more information about our products, their ingredients and nutritional values, including guideline-daily amounts.
Cadbury is introducing a global standard for the provision of nutrition information on its products. This standard includes the more comprehensive "Big 8" nutrition labelling on pack and Guideline Daily Amounts (GDAs) for adults. GDAs, where they exist, are a measure of nutritional requirement based on daily average intakes, and aid the construction of sound diets from a variety and choice of differing foods. The new global standard also provides for nutrition information based per 100 g or per 100 ml and on the basis of a defined portion or serving size.
Cadbury nutrition labelling global standard
Packaging size may not always permit all the information to be displayed, in which case we will make it available to consumers in other ways including consumer web sites. We will continue to explore new ways to convey this information, as well as communicating messages to help educate the consumer.
We always ensure that our labelling always complies with, and often exceeds, local regulatory standards.
What are your views on having one labelling system which all food manufacturers must use?
We welcome and support government efforts to help consumers make more informed choices by understanding how products fit within a balanced diet and lifestyle.
Our consumers tell us they do not want systems that demonise foods that they already understand and enjoy - just simple and clear information. We are helping consumers by giving them the information they have told us they want so that they can make decisions for themselves.
What do you think of the UK Food Standard Agency's (FSA) proposed nutrient profiling model?
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 eaten that is important.
Research tells us our consumers do not want systems that demonise foods that they already understand and enjoy - just simple and clear guidance. To help consumers make more informed choices about our brands, we have a global labelling standard that includes guideline daily amounts (GDA) and gives clear information about our ingredients and calories. We want to be able to enable positive choices rather than attempt to restrict choices.
Lollipop and Pathway research programme
In the UK, the Food Standards Agency (FSA) has launched a new initiative for front of pack food labelling to show salt, fat and sugar content to consumers. Cadbury, along with other food and drink manufacturers, were asked to submit its views on the scheme. 'Lollipop' was phase one of the Cadbury response and specifically looked to gather consumers' views on the 'traffic light' system. Pathway was phase two of the programme and looked at testing potential solutions and alternatives based on the information given by Cadbury customers. Read more about the Lollipop and Pathway projects here
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