The consumer Goods Forum

CHAPTER 3
PRODUCT LABELLING AND CONSUMER INFORMATION
PRACTICAL EXAMPLES
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PRACTICAL EXAMPLES

nestle
NESTLÉ HAVE CHANGED ITS PRODUCT LABELLING AND CONSUMER INFORMATION BY DELIVERING NUTRITION INFORMATION AND ADVICE ON ALL ITS LABELS

WHY WE WERE MOTIVATED TO CHANGE

  • As a leading nutrition, health and wellness company, Nestlé aims to help consumers improve their understanding of appropriate eating habits, with clear information about nutrition labelling on our products. Nestlé Nutritional Compass® has been developed to meet the Consumer’s expectations.
  • Consumers are increasingly using mobile devices to research products, make purchase decisions , etc. To meet this demand, we are expanding the use of the Nestlé Nutritional Compass® to include a QR (Quick Response) code to give consumers a gateway to useful, fact-based information. By scanning the QR code, consumers can go ‘Beyond the Label’ to access information on the nutritional, environmental and societal aspects of the product.

HOW WE DID IT

Our approach is part of our holistic Nutrition Health and Wellness strategy. We have set clear objectives and developed an implementation roadmap to ensure the roll-out of our approach consistently across markets. We are also designed a monitoring system to track our progress. The current objectives are, by 2016:

  • make information more accessible by providing further product information and nutrition advice on pack, via Quick Response (QR) codes for smartphones;
  • all our relevant food and beverage products worldwide will have Guideline Daily Amount (GDA)-based labels on front of pack; and
  • we will introduce GDA-based labelling, based on children’s reference values, to all products designed for children, where regulations allow.

IMPACT WE HAVE SEEN

  • This is a long journey which requires that we adapt to consumer’s demand as it evolves.
  • Few years ago, Nestlé, as an active member of the European Food & Beverage Federation (FoodDrinkEurope), contributed to establishing a common EU-wide Self Regulatory scheme for Nutritional Labelling: Guideline Daily Amounts (GDAs).
  • In 2006, Nestlé in conjunction with other major food companies (GDA Group) has publicly announced its commitment to apply GDA labelling in Europe. It was presented by the GDA Group to the EU Platform for Action on Diet, Physical Activity and Health in 2006 and fulfilled in 2009.
  • Similar industry agreements have been signed n other countries (e.g. US-GMA, ASEAN – FIA) in a constructive dialogue amongst the stakeholders
  • In 2011, thanks to the engagement of FoodDrinkEurope and its members, of which Nestlé and the GDA Group, GDA (reference intakes) labelling was included in the EU regulation as a voluntary practice.
  • We are committed to labelling all our products consistently across the Globe. Our commitments along with our efforts to meet them and the related results are documented in our Creating shared value report.
  • Along with our internal approach, we are externally engaged to contribute to an industry wide approach through local and global efforts such as the CGF and IFBA.

PRACTICAL EXAMPLES

bimbo
GRUPO BIMBO HAVE SUCCESSFULLY IMPROVED PRODUCT LABELLING AND CONSUMER INFORMATION

WHY WE WERE MOTIVATED TO CHANGE

  • Prompt, clear and sufficient information for consumers helps them to make the best decision about products that are included in their daily diet.
  • Grupo Bimbo has global labelling policy that encompasses important issues that concern people.

HOW WE DID IT

  • The Grupo Bimbo labelling policy includes the following:
    • strict compliance with official labelling provisions in the countries where we are present;
    • information on the most important nutrients with a public health impact on products where space permits;
    • simple and accessible front labelling Guideline Daily Amounts (GDA);
    • adoption of the highest standards in countries where there is no regulation policy applicable to a certain issue; and
    • promotion of physical activity.

IMPACT WE HAVE SEEN

  • Grupo Bimbo conducts assessment that help to determine: the origin of the components of its products; the content that refers to substances that may have environmental or social impacts; consumption and safety instructions and product disposal and environmental impact.
  • Information assessed in product labelling:
    • origin of product or service components;
    • content, particularly regarding substances that may have a certain environmental or social impact;
    • safety instructions on the product or service; and
    • disposal of the product and its environmental or social impact.

PRACTICAL EXAMPLES

mars
MARS HAS SUCCESSFULLY CHANGED ITS PRODUCT LABELLING AND CONSUMER INFORMATION BY PROVIDING FRONT OF PACK ENERGY LABELLING

WHY WE WERE MOTIVATED TO CHANGE

  • Growing concerns about the global rise of obesity and calls for consumers to eat a healthy balanced diet prompted Mars to act.
  • Consumer research indicated that energy labelling with calories was the most meaningful and useful information for consumers.
  • Mars was part of an industry alliance called ‘Be Treatwise’ that formed in 2006 in the UK to discuss the viability of GDA labelling.
  • As a principle-driven business there was support from senior leaders to make the GDA commitment global to help consumers to live healthy lives and adopt a balanced diet.
  • Top-down leadership and close integration with marketing and corporate affairs drove adoption.

HOW WE DID IT

  • As a responsible manufacturer, we are compelled to make a bold global commitment that empowers consumers by providing information about our products so that they can make the right choices for their diet and lifestyle.
  • The Mars Incorporated commitment to provide Front of Pack energy labelling across all chocolate, food, and confectionery packs globally was led top-down and launched in 2008, with a 3 year implementation timeline.
  • Global guidelines based on principles and best practice were developed to support all markets in delivering the commitment
  • A central point of contact in marketing was established for questions and queries.

IMPACT WE HAVE SEEN

  • Ensuring that consumers understood and found GDA labelling meaningful was a critical success factor.
  • Mars worked through local and global trade associations to encourage industry to buy in and support GDA labelling initiatives across their portfolio.
  • An industry-wide approach with aligned style guidelines for a consistent approach to provide the information was essential to make it successful and useful for consumers.
  • Further research was commissioned to ensure GDA information remained relevant for consumers.
  • Measurement was reported through an annual summary of progress against the commitment with the Mars board and the Principles in Action summary that was communicated externally.
  • Key lessons:
    • keep it simple to aid consumer understanding, and provide extra information online to explain and build on pack information;
    • make it easy to implement internally and avoid adding complexity in the packaging origination;
    • where possible adopt a global style guide;
    • use symbols rather than language to keep multilingual packs clear for consumers; and
    • provide exemptions for small packs or products with negligible calorie values.

PRACTICAL EXAMPLES

cocacola
THE COCA-COLA COMPANY HAS CHANGED ITS PRODUCT LABELLING AND CONSUMER INFORMATION BY PROVIDING CALORIE (ENERGY) INFORMATION ON THE FRONT OF ITS PACKAGING

WHY WE WERE MOTIVATED TO CHANGE

  • The need to raise consumer awareness on the importance of calories in achieving a healthy energy balance and providing the information in an easy and ‘at a glance’ format is the motivation for our labelling and information efforts.
  • TCCC voluntarily changed labeling format to provide front-of-pack (FOP) calories (energy) on packages (total calories for single serve containers; calories/serving size for all other packages).
  • Communication efforts were geared towards raising awareness on calories contributed in the context of a healthy diet and making choices to achieve a healthy energy balance.
  • Our approach expanded to the US beverage industry.

HOW WE DID IT

  • Committed to FOP labelling (Company policy) in 2009; met goal in 2011. Formalised same in 2013 with our global well-being commitments.
  • Internally assessed compliance; expanding to external assessments for compliance with our global well-being commitments.
  • Costs were low; integrated with label reprinting over time.
  • Cross-functional team led by SRA was key to success.
  • Efforts extended to other voluntary efforts including caffeine content labelling.

IMPACT WE HAVE SEEN

  • We communicated our TCCC nutrition labelling policy, including FOP calorie labelling, via our company website (since 2009). Progress on our calorie labelling efforts and our expanded 2013 global well-being commitments are reported in our annual sustainability reports.
  • In some markets, national regulations prohibited provision of FOP calorie information. Over time, most global markets have allowed voluntary FOP calorie information.
  • We learned it is essential to establish a visible public policy, collaborate between internal policy and communications functions, assess status internally, and conduct external validation/assurance of our product labelling and consumer information commitment.
coca-cola-calorie

PRACTICAL EXAMPLES

ferrero
THE FERRERO GROUP HAVE CHANGED ITS PRODUCT LABELLING AND CONSUMER INFORMATION

WHY WE WERE MOTIVATED TO CHANGE

  • Increasing worldwide attention to diet, nutrition and physical activity is of great significance to the international food and beverage community, of which Ferrero is a part.
  • Ferrero is committed to providing our consumers correct and transparent nutritional information and this includes offering additional nutrition information on Front of Pack (FOP) in order to have more readable and comprehensive labels.
  • Ferrero voluntarily started providing additional FOP nutrition information in Europe in 2009, and met the 2011 goal for all EU countries. We have now started expanding our FOP labels worldwide.
  • The process was part of a wider industry effort led by FoodDrinkEurope in the EU and by IFBA at a global level.

HOW WE DID IT

  • The commitment covers 100% of the products of the Kinder and Nutella lines and 100% of Ferrero snacks.
  • At a global level, we apply the “IFBA Principles for a Global Approach to Fact-based Nutrition Information.” During 2014, the implementation of the IFBA Principles was confirmed in the US and Mexico and was extended to Russia, Kazakhstan and Belarus.
  • Costs were integrated with label reprinting over time.
  • In the remaining countries, either local legislation on nutrition labelling are applied, or the IFBA global principles will, in any case, be applied by December 2016.
  • New labels are applied to the products for which the commitment was originally made; line extensions are also covered.

IMPACT WE HAVE SEEN

  • We explain how our products can be part of a globally healthy diet in commercial communications, on the packaging itself and via our websites. The “product section” of our websites generally displays nutrition labelling information.
  • Progress on the implementation of our commitments is constantly tracked and communicated every year through our Corporate Social Responsability reports (see: www.ferrerocsr.com).
ferrero-front-of-pack-labelling
Kinder Labelling examples 2014

PRACTICAL EXAMPLES

iga
THROUGH THEIR BETTER CHOICES INITIATIVE, IGA IS PROVIDING CUSTOMERS WITH INFORMATION TO MAKE INFORMED HEALTHY DECISIONS

WHY WE WERE MOTIVATED TO CHANGE

  • The focus of the initiative is to help share resources and information customers are looking for from Hometown Proud IGA so they can make the better choices that are right for them.

HOW WE DID IT

  • Use the IGA Better Choices consumer-facing website we have created to provide information so shoppers can take steps toward healthier lifestyles
  • The consumer information progamme has been created under the direction of registered dietitian and IGA Health and Wellness Advisor Kim Kirchherr, MS, RDN, LDN, CDE, who gave us insight we needed to understand what it means to make more balanced lifestyle choices and the role of the retailer within the health and wellness conversation.
  • The continually refreshed consumer and employee microsite is filled with health-and-wellness information, including links to trusted information from the FDA, USDA, etc; a consumer blog/tips column from Kim, the H&W “voice” of IGA wellness; videos, games, and other content that will keep shoppers coming back.
  • Retailers will be given in-store resources—POP materials, ad drop-ins, digital graphics, customisable press releases—to drive shoppers to the site and to inform the public on a variety of topics within the ever evolving health and wellness space.

IMPACT WE HAVE SEEN

  • IGA Better Choices will be launched in June 2015. The impact we aim to achieve is to:
    • build and offer a robust microsite where shoppers can find trusted, easily actionable and grounded in science/current research health and wellness information they are looking for from their IGA grocery stores; provide content and solutions including recipes and tips that will keep shoppers coming back;
    • make our brand and the shopping experience more relevant;
    • demonstrate to shoppers that we are a partner to them and that we have a desire/responsibility to help address their H&W needs. Consequently build shopper loyalty for IGA retailers and the IGA brand while helping them work towards their goals;
    • make headway into implementing/sharing with consumers our own and/ other industry H&W Commitments; and
    • help secure a healthier future – see our CEOs message.
  • For more information go to: http://igabetterchoices.com/