Kraft Foods UK has endorsed the Food and Health Manifesto published today by the Food and Drink Federation (FDF) outlining the industry’s commitments to address current food and health concerns, including obesity.

Thibaud de Saint-Quentin, vice president and area director, Kraft Foods UK & Ireland, said: “I am delighted to endorse this initiative by the UK food and beverage industry. It is an important contribution to the food and health debate and a powerful signal of our commitment as an industry to work constructively with government and other stakeholders.

"Obesity is a complex issue and just as it has many underlying causes, so it can have no single, ‘magic bullet’ solution. Tackling the problem will inevitably take time and demands partnership between a wide range of interested parties. For our part, we are taking practical initiatives across all the key areas identified in the FDF manifesto."

As part of the company’s global health and wellness initiative, Kraft is implementing a wide-ranging programme in the UK to enhance product nutrition, help people make informed choices, adjust its advertising and marketing practices and policies and support community healthy lifestyle initiatives. Details of these activities are summarised in the accompanying report, Committed to healthy living. Amongst those actions that support the FDF’s seven-point manifesto are the following:

More informative labelling

To help people make informed choices, the majority of Kraft products already carry information about eight major nutrients (see editors' notes) or the ‘Big four’ key nutrients (calories, fat, carbohydrate and protein), if space is limited. The company plans to introduce further labelling in the UK next month to express the quantity of sodium contained in its products in salt equivalent.

Kraft also plans to introduce Guideline Daily Amount (GDA) labelling for calories and fat, as well as for salt on those products that carry a salt equivalent declaration. GDAs will be given separately for men and women. When GDAs for children become available, these will be shown on products consumed mainly by children. This additional information aims to help consumers understand the nutritional content of individual foods within the context of their overall diet.

Products

Kraft has adopted a disciplined approach to enhancing the nutrition profile of its broad portfolio.

As existing products are developed or new product choices are introduced, the emphasis will be on reviewing, and reducing where appropriate, calories, sugar, fat (especially saturated and trans fat), and sodium.

For example, Philadelphia cheese is available in Light and Extra Light varieties, containing 16 per cent and 5 per cent fat respectively. These varieties now account for 60 per cent of UK sales of Philadelphia. Similarly Kraft Light Salad Dressings now contain up to 25 per cent less fat than standard salad dressings. And “no added sugar” versions of Angel Delight are available in a range of flavours.

Responding to concerns from the UK Government and its agencies about the levels of salt in the UK diet, Kraft has reduced the salt content across the entire Dairylea range of snacks by an average of 30 per cent. Last year, the salt in Dairylea Lunchables was reduced on average by a third from 3.1g to 2.1g per pack. This will be further reduced by 10 per cent to 1.9g per pack next month.

Portion sizes

Kraft continues to offer a broad range of portion-size choices to meet consumers' varied needs, such as Philadelphia mini-tubs. The company is also committed to enhancing its labelling of smaller packs to include the number of servings and total calories in each pack to help consumers make informed choices.

Vending

Sales of Kraft products through school vending are very small. However the company is working on guidelines for vending distributors to use for Kraft products sold in school vending machines and does not advertise these products by buying branding on the side of such machines. In addition, Kraft has eliminated all in-school marketing and promotions.

Advertising to children

Kraft maintains high standards in advertising and marketing to ensure that its practices are consistent with Kraft's healthy living principles and recognise the unique status of children. For all audiences we ensure that our advertising and marketing materials depict appropriate serving sizes and avoid suggestions of over-consumption. We also discourage sedentary behaviour and, where appropriate, encourage an active lifestyle.

No Kraft advertising within the UK is directed primarily at pre-school children and extra precautions are taken when communicating to children up to the age of 12.

Industry as an exemplar for healthy lifestyle

Kraft actively engages its employees in its health and wellness initiatives through a variety of communications and programmes. For instance, this summer, the company ran a healthy living week at its UK head office, including a programme of education and activities emphasising the benefits of eating a balanced diet and getting active.

Public education

Most progress will be made in addressing important nutrition and health concerns when all sectors of society join together to play their part. Kraft is committed to constructive dialogue with stakeholders and continuing the company’s involvement in community partnerships and programmes

For example, the company recently launched its health4schools programme working with Business in the Community to support Breakfast Clubs providing nutritionally balanced breakfasts for schoolchildren. The programme also provides materials and assistance to encourage kids to learn about growing and cooking food as well as engaging in more active play. Health4schools is being piloted in 25 schools in Gloucestershire and it is planned to extend the programme to 100 schools across the county over the next three years .

ends

Editors' notes:

1. Kraft Foods markets many of the world’s leading food brands, including Kraft cheese, Jacobs and Maxwell House coffees, Nabisco cookies and crackers, Philadelphia cheese, Oscar Mayer meats, Post cereals and Milka chocolates, in more than 150 countries. In the UK, the company’s brands include Terry’s Chocolate Orange, Terry’s All Gold and Toblerone chocolates, Kenco and Maxwell House coffees, Philadelphia cheeses and Dairylea snacks as well as Bird’s desserts and Kraft salad dressings.

2. The ‘Big 8’ nutrients shown on the nutrition label of the majority of Kraft products are: energy (calories), protein, carbohydrate (of which sugars), fat (of which saturated fat), fibre and sodium. The ‘Big 4’ nutrients are: energy (calories), fat, carbohydrate and protein.

3. Copies of Kraft's Committed to healthy living report and full details of the health4schools initiative are published on this website.