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Diet and Lifestyle:


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Title: Diet and Lifestyle:

Diet and Lifestyle Europe's Food and Drink
Industries in Action
Who we are
  • 1 Introduction
  • 2 The Issue
  • 4 The EU Platform
  • 6 Partnership
  • 10 Public Education, Healthy Lifestyles and
    Physical Activity
  • 11 Consumer Information
  • 18 Products and Choice
  • 22 Advertising and Commercial Communications
  • 26 Research
  • 30 Others in Action
  • 32 For more information
  • The Confederation of the Food and Drinks
    Industries of the EU by the numbers
  • Europes number one manufacturing industry
  • 13 of total EU manufacturing production value
  • 11 of jobs in manufacturing
  • 836 billion in annual sales
  • Around 3.8 million employees
  • 282,600 companies
  • 48 billion a year in exports
  • 4.5 billion a year net trade surplus
  • 20 of the global food and drink export market
  • Purchases and transforms 70 of European
    agricultural production
  • Dominated by small and medium sized enterprises
    90 of food companies have fewer than 250

CIAA A Catalyst for Change
Jean Martin Picture
  • Choices are a fact of life. Over the past
    hundred years our lives have changed
    dramatically. We eat more packaged foods. As a
    society, we spend more time sitting at computers
    and in cars than riding our bikes and walking.
    Together with other factors, such as peoples
    cultural and economic environments, this has
    resulted in growing obesity levels for both
    adults and children and a growing cost to
  • Europes food and drink industries recognise
    that diet is part of the problem, and we are part
    of the solution. For years, we have been
    responding to changing consumer demands with new
    and lite products and smaller portion sizes,
    functional foods and improved product labelling
    but also in ways that are less obvious extensive
    research, public education, promotion of healthy
    lifestyles, partnership with doctors, teachers,
    schools, public health officials and
    non-governmental organizations and voluntary
    restrictions on advertising and marketing to
  • Since 2005, the EU Platform for Action on Diet,
    Physical Activity and Health has undoubtedly been
    a catalyst for additional and more urgent action,
    and the CIAA in turn has been a catalyst for
    stepped-up action by its members.
  • Together, our efforts show that voluntary
    measures can be as sweepingand are infinitely
    faster and more cost-effectivethan government
    regulation. The results are already evident, and
    this is only the beginning of a global tide
    change in the way that food and drinks companies
    do businessand in the way people in Europe eat,
    drink and live.
  • This brochure highlights just a few of the
    thousands of things our members are doing around
    Europe today. But it also highlights the need for
    grassroots partnerships by all stakeholders,
    including schools, public health authorities and
    others. We hope that the brochure provides food
    for thought and inspires others to educate and
    innovate for the benefit of European consumers.
  • Jean Martin, President of the CIAA

Voluntary measures can be as sweepingand are
infinitely faster and more cost-effectivethan
government regulation.
  • Public-private partnerships
  • Public education
  • Consumer information
  • Products and choice
  • Advertising and commercial communications
  • Research

The Issue
  • Obesity could easily be the European Unions
    most serious health threat in the 21st century.
    Obesity and related illnesses affect and afflict
    tens of millions of people in Europe. The rising
    prevalence of obesity among children and
    adolescents is particularly worrisome, because
    weight gained in younger years is harder to get
    rid of later and bad habits die hard.
  • Increasingly, this isnt just a problem of
    Europe and other wealthy industrial areas of the
    world, either. Obesity is also a growing problem
    in poorer countries. Worldwide, some 1.6 billion
    adults are too fat. The World Health Organization
    predicts that in 2015 the number of overweight
    adults could increase to 2.3 billion.
  • There is a broad consensus that the causes of
    obesity and its related diseases are
    multi-factorial (including genetic
    predisposition, diet, sedentary lifestyles,
    socio-economic factors, etc). Global public
    health experts agree that a multi-factorial
    problem demands a multi-factorial solution with
    contributions from all stakeholders.

Source International Obesity Task Force
One solution The EU Platform for Action on Diet,
Physical Activity and Health
  • Launched 15th March 2005 by European Consumer
    Protection Commissioner Markos Kyprianou, the EU
    Platform brings together 33 industry
    associations, consumer groups, health NGOs and
    political leaders to take voluntary action to
    contain or reverse the rise in obesity and
    overweight in Europe, particularly among
    children. Much faster and as effective as
    legislation without unduly restricting innovation
    and competitiveness, the Platform is model for
    better regulation. The Platform aims to address
    a multi-factorial issue through multi-factorial
    action on Consumer Information, including
    Labelling, Education and the Promotion of Healthy
    Lifestyles and Physical Activity, Marketing
    Advertising, Product Reformulation, Improving
    Healthy Food Options including Portion Sizes and
    Monitoring of Progress. The Platform has been a
    powerful catalyst for action among all
    stakeholders concerned and none more so than
    the food and drink industries. National platforms
    also now exist in Germany, Spain, Ireland, the
    Netherlands, Portugal, Hungary and Poland.

Better Regulation in Action
  • The EU Platform represents a new approach to
    regulation. Were facing new problems. Obesity is
    a source of growing concern, and not just in
    Europe. But we cant legislate what people eat.
    And we cant legislate to ban things if theyre
    not inherently dangerous. Public-private
    partnerships are a middle road. This is the
    approach weve had with the EU Platform for
    Action on Diet, Physical Activity and Health a
    public-private partnership that encourages all
    stakeholders to act in the public good as well as
    in their own enlightened self-interest.
  • If self-regulation fails, then we will not
    hesitate to take other steps, whether legislative
    or in another form. But self-regulation and
    voluntary commitments that are verified and
    monitored are the best way to achieve the fastest
    possible results.
  • Most of the lessons we learned from the Platform
    are positive. Its a good approach. It can
    produce results. And we can have much faster
    results through this form of commitments than by
    legislating, which can take years and years
    before rules come into force.
  • We welcome steps that Europes food and drink
    industry are taking on education, consumer
    information, responsible advertising and the
    availability of new products, among others, and
    hope that these examples of action inspire others
    to help make healthy choices the easy choices as
  • Markos Kyprianou, European Commissioner for
    Consumer Protection

The truth is, until now we have been
concentrating very much on the intake of food, on
nutrition. We now aim to put more emphasis on the
physical activity part, which is also a serious
concern for European citizens - Markos Kyprianou
As manufacturers who employ 3.8 million people
and feed 490 million people in the European Union
alone, food and drink companies are partners with
society on multiple levels. Our employees are
also customers, and their families represent a
broad cross-section of European society as a
whole. Confronted with peoples growing
waistlines and growing obesity-related health
complications, we are working together with
public authorities and other stakeholders to
reverse the trend. Food and drink companies are
working together with local and national
governments to better understand the causes of
obesity and share best practice in fighting it.
Together with schools, dieticians and doctors, we
are promoting nutrition education and physical
activity. And as socially responsible companies,
we are promoting healthy diets and healthy
lifestyles among our own employees through
in-house education programs, gym memberships and
sports sponsorship. The most effective way to
combat something as multi-factorial as obesity,
however, is to fight it from all different
directions, in partnerships that group not just
one or two groups of stakeholders but rather all
stakeholders at the same time. The EU Platform,
which groups industry, public health authorities,
national governments, non-governmental
organisations, retailers, doctors and others is
one such example of partnership. But similar
initiatives at national level are no less
important, and are often supported by the same
companies that support the EU Platform. The
initiatives described on the following pages
represent just a glimpse of what we are doing
around Europe today.
CASE STUDY Ferrero Kinder Sport Project
(Italy) GOAL Promoting sport and physical
activity among the young generations (boys
girls 5 to 14 years old)
Ferrero, with its Kinder brand, promotes sport
activities among children and teenagers in Italy
through partnership agreements with the
Volleyball, Basketball and Athletics
Federations The main project, called 1..2..3
Mini-Volley, jointly developed with the
Volleyball Federation, intends to stimulate the
practice of this sport in over 10.000 schools,
inter alia by distributing free volleyball kits
(3.500 per year over the 2006-2008 period)
including a new, innovative type of volley ball,
designed and developed together with the
University of Rome Tor Vergata. Kinder also
supports over 500 National and local sport events
each year throughout Italy, such as VOLLEY
National Trophy (101 cities and 20.000 children
involved) Regional Trophy (2.000 children
involved). BASKET Regional Trophy (2.000
children involved). ATHLETICS Regional Cup
(2.000 children involved). Through its
partnership with the National Olympic Committee
and the Italian Ministry for Education, Ferrero
organizes Youth Trophies such as YOUTH GAMES,
for children aged between 12 and 14 years (test
events done in 11 locations in 2006, involving
4.000 children in 2007, it will become a
National Project, involving 1.700.000
children). STUDENT GAMES, involving 600.000
kids aged between 16 and 18 years.
Case Study Keep Fit! The Polish Federation of
Food Industry is currently implementing a
long-term educational initiative called Keep
fit!. The programme is set up together with and
officially supported by the Polish Ministry of
Health, Education and Sports. More than
1,100,000 pupils are currently participating in
the programme, which is being implemented in
5,000 secondary schools. The main goal is to
positively change the nutritional habits of young
people and to promote an active lifestyle and a
well-balanced diet, based on individual
responsibility and freedom of choice. The Keep
fit! program emphasizes that not only sports but
all physical activity has a positive effect on
health and fitness. One unique feature of the
program is the voluntary involvement of teachers
and students in creating their own additional
educational programs based on the course
materials. The program consists of educational
materials for teachers on nutrition and physical
activity, a student workbook, a special program
web site, which is also
distributed as an offline version on the CD Rom.
The educational pack also comes with a poster
containing the nutrition pyramid.
Case study EPODE Since 1992, Nestlé France has
funded a study in two small towns of Northern
France Fleurbaix and Laventie, combined
population 6,600. Named EPODE (epode ensemble,
prévenons lobésité des enfants (together, lets
prevent childhood obesity), the study aims to
determine whether the integration of nutritional
education into the school curriculum could change
the dietary behaviour of children and their
families and stop the rise of childhood obesity.
The study involves families, teachers, health
professionals, municipalities and local
associations. There are two basic aspects
addressed obesity prevention through promotion
of a balanced diet and introducing physical
exercise as a lifestyle. special attention is
paid to children who are already overweight.
The results Childhood obesity has not
increased significantly between 1992 and 2002 in
these towns, whereas it has doubled in the region
during the same period. Based on these
stimulating results, Nestlé France has developed
a new partnership with the epode programme, which
started in 2004, and extends the fleurbaix
laventie model to 10 new cities throughout the
country. The concept involves the entire
community in the obesity prevention strategy
developed and proposed by the epode program.
This programme will last on a period of 5 years
with 300 schools, 48 000 children, 2000 teachers
and 450 000 inhabitants involved. Since 2003,
Nestlé France is also partner of the national
plan for the French government for the needy and
excluded. It aims at providing nutritional
education to people who are living in difficult
social and economic situations.
EU Platform for Action on Diet, Physical Activity
and Health, a number of national platforms are
actively promoting healthier lifestyles in
countries such as Ireland, Hungary, the
Netherlands and the Czech Republic. Like the EU
Platform, their activities are as multi-factorial
as the nature of the obesity problem
itself. Irelands Nutrition and Health
Foundation runs a Workplace Wellbeing Programme,
works with the Irish College of General
Practitioners on a programme of Lifestyle
Behaviour Change for General Practice and is
completing a piece of substantial research on
Consumer Motivation towards Healthier Lifestyles.
In Hungary, the TÉT Platform sponsors an
educational project developed by the Association
of Dieticians. Aimed at children, it can also
reach parents via lectures at parental meetings
at schools. The project complements other
programmes that help children understand the
major elements of the healthy lifestyle,
including balanced nutrition. In The
Netherlands, the FNLI Platform has created a
partnership about obesity (named the "Convenant
Overgewicht" the Covenant on Obesity). Partners
create their own action plans and range from
national ministries, non-governmental
organisations, and actors in the food supply
chain and actors in the physical activity space.
Activities range from nutrition information,
promotion of physical activity at the workplace
to the sponsoring of Activity projects and the
promotion of lifestyle education in schools. The
objectives of the Covenant are to counter
childhood obesity levels and to stop
obesity prevalence among adults should not
increase any further than currently. The end date
is 2010. In the Czech Republic, the food and
drink federation, together with national health
authorities, has have created a series of
television and radio spots and programmes aimed
at promoting healthy diets and healthy
lifestyles. One feature of the campaign is a
competition in which participants monitor their
own energy intake and expenditure.
Insert FNLI and TET logos but as in eps - not
supported by ppt
CASE STUDY Kelloggs and the UK Amateur Swimming
Associations Kelloggs has announced a three
year, 3m partnership with the Amateur Swimming
Association to help thousands of people get
active by swimming as a regular part of their
lives. Since 1998 Kelloggs has sponsored the
most successful awards scheme in British sport.
More than 9 million awards have been achieved by
children and adults all over the UK.
Approximately 700,000 people are getting regular
exercise each year in pursuit of these awards.
Over three years Kelloggs Swim Active will
enable more than 120,000 non swimmers to get
active in the pool by encouraging children and
their families to swim regularly. This project
has also attracted funding from the National
Sports foundation. Kelloggs is sponsoring 10
young swimmers, collectively known as Team
Kelloggs to ensure that they have the best chance
of succeeding on the world stage. The sponsorship
will help pay for travel and coaching as well as
helping us to spread the word about the great
health benefits of swimming. Kelloggs is also
providing swimming activities for employees and
working with the Amateur Swimming Association on
developing new swimming awards. Kelloggs
believe that good health is based around a
balanced diet and the right amount of physical
Throughout Europe, Europes food and drink
manufacturers are devoted to promoting improved
public education in the areas of diet, nutrition,
physical activity and healthy lifestyles in
general. The range of educational activities
extends from the most basicwhat differentiates
food from diet and healthto advanced nutrition
education for doctors. While unhealthy food
is sometimes blamed for our nations growing
obesity rates, it is unhealthy diets, not foods,
which are the real issue. Our bodies need sugar,
fat and salt. As the physician Paracelsus
recognised 500 years ago, its the amount that
differentiates something thats good for us from
something thats bad. The same principle is true
today, and relates as much to individual food
ingredients as it does to portion sizes. The
CIAA has developed a set of best-practice
guidelines for the development of healthy
lifestyles programmes in order to maximise their
success. Together with our members, we are
focusing our attention most in the places where
it can have the greatest immediate impact,
including schools. In addition to externally
oriented nutrition and physical activity
education and promotion initiatives, several
companies have developed programmes to encourage
their employees to stay fit and eat well by
providing them with exercise opportunities and
information on maintaining a healthy lifestyle.
Public Education
SANTE is an educational game made by Danone, in
collaboration with teachers, paediatricians and
nutritionists, under supervision of the Belgian
Association of Paediatricians. The objective of
the game is to teach most children at school the
basic rules of a healthy diet. Originally
created in 2004, the game helps children to
identify food families, educates on the right
food choices and emphasises 3 golden rules 5
fruit and vegetable portions per day, a 4 oclock
healthy snack, and sufficient dairy products to
promote calcium intake. Each year, it is updated
and sent (free) to the schools that are
interested. The industry contributes financially
to produce the toolbox (the game, an accompanying
book for the children, and diplomas). Results
-- 98 of the schools in Belgium are playing the
game (4.300 schools are participating) --
Surveys show an increase of 23 of the number of
children aware of a healthy diet -- 19 indicated
that they eat more healthily after playing the
game -- A survey made in 2005 showed that the
daily consumption of fruit and vegetables
increased by 12 after kids played the game, and
the consumption of soft drinks decreased by 13.
A website,, was
created to publicize the existence of the program.
Public Education
Case Study Fit am Ball Fit am Ball is Germanys
largest physical exercise development program for
the prevention of obesity in children and
adolescents. Started in 2003, this project has
been organised by the German Sport University of
Cologne and by the Johann-Wolfgang-Goethe-Universi
ty in Frankfurt am Main. Intersnack, a German
food manufacturer of potato crisps, financially
supports the program, whereas the nutritional
part of the public-private project is sponsored
by the CMA Central Marketing Association of the
German Agricultural Industry. The program seeks
to reach new scientific understanding of the
creation, physical preconditions, cultural and
socio-psychological effects on overweight and
obesity in childhood and adolescence and new
scientific understandings about the influences of
prevention programmes based on the promotion of
physical activity, healthy eating habits and an
active lifestyle in general. It offers immediate
aid for pupils threatened by overweight and
obesity. The program covers free training
sessions, travelling expenses for more than 1.500
teachers, materials for lessons (footballs,
coordination material, ball bags, etc.) and
prizes for in-school final events including mini
footballs, T-shirts and certificates.
Nutrition training of doctors and medical
consultants for the Royal College of Pathologists
A number of policy documents in the UK in the
1990s highlighted the lack of doctors in
nutrition. The Intercollegiate Group (IGN) on
nutrition was set up with representation from 11
medical royal Colleges to develop a training
programme for established medical professionals
in human nutrition. Unilever helped to fund the
programme. The IGN has since run 19 courses at
various medical schools throughout the UK. The
one-week courses are run for a period of one week
and all course materials are on CD to ensure
Public Education
Every year since 1994, the Association of
Estonian Food Industry has organised a
competition for Best Food Product to encourage
the development of products contributing to
balanced diet and healthy nutrition habits. The
winning products have received media attention
that calls peoples attention to healthy food
choices. The winner of the Best Health Food
prize in 2006 was a apple-sallowthorn nectar.
Public Education
Shape Up is a three-year collaborative programme
that aims to help address childhood obesity in
cities across all 25 European Member States.
Children aged 4-16 are encouraged to explore
food, nutrition and physical activity and develop
action plans to help improve their lifestyles at
home, at school and in the community. Shape Up is
designed to initiate sustainable changes at all
levels.   Local promoting groups, formed of a
cross-section of stakeholders, will support the
children's ideas. They have received
research-based materials, and have access to a
web portal ( that provides
a platform for co-operation and joint projects .
Each city will hold annual "Shape Up" weeks
to celebrate experiences across the wider
community. The programme is evaluated
throughout to help determine what is
successful and form the basis of future health
promotion activities.   Shape Up is supported by
the EU Commission, Kraft Foods, the participating
cities, and the following competence centres who
manage the programme The Danish University of
Education, PAU Education, ABCitta, Schulen ans
Netz, The University of Hull, and the 26
participating cities.
In order for consumers to be able to make better
informed decisions about diet and nutrition, they
have to know what theyre eating and drinking. In
response to increased consumer demand for
clearer, more thorough nutritional information,
Europes food and drink manufacturers are
providing itnot just on package labels but in
food aisles, brochures and on the Internet. The
challenge is providing information that is simple
enough to help consumers in a hurry make better
informed purchasing decisions in stores and
supermarkets quickly while also responding to the
needs of consumers who want more detailed
informationand ideally to provide both kinds of
information in a way that is instantly
recognisable across national boundaries and in
different languages. The examples on the
following pages show that it is possible to
provide both kinds of information simultaneously
on even the smallest packaging labeland that the
CIAA is doing everything it can to promote
improved nutrition labelling and nutrition
education throughout Europe.
Consumer Information
9 Top Food Companies increase on-pack information
Demonstrating the catalyst effect of the CIAA
among its members, in July 2006, just two weeks
after the announcement of the CIAAs Nutrition
Labelling Scheme as a recommendation to members,,
Coca-Cola, Danone, Kelloggs, Kraft Foods,
Nestlé, PepsiCo and Unilever announced they would
begin implementing its recommendations
immediately. Since then, Masterfoods and Cadbury
Schweppes have also joined the scheme. Moreover,
these companies are voluntarily committed to
putting the number of calories per serving on the
front of pack of their branded products, along
with the percentage these calories represent as a
proportion of total recommended daily calorie
consumption (Guideline Daily Amount or GDA). In
addition, each company has expanded the labelling
on the back of their products to include
nutrition information per serving Guideline Daily
Amounts (GDAs) for energy, fat, salt, sugar and
saturated fat. Each company also committed to
monitoring and progress reporting. The nine
companies encouraged other companies to adopt it
across the whole of Europe to promote consistent
nutrition labelling and information for
consumers. The CIAA scheme also provides positive
evidence of progress by the food industry to
address diet and health concerns as well as
constructive input to the upcoming revision of EU
Nutrition Labelling legislation. This joint
initiative reflects each companys commitment to
giving consumers information which is meaningful
in helping them to make informed purchasing
decisions. Nutritional information can be
difficult to understand and the companies believe
that this approach will be genuinely effective in
getting complex messages across in an easily
understood way.
Consumer Information
  • This scheme cuts through the fog in the ongoing
    obesity debate by giving consumers front-of-pack,
    science-based labels on the energy content of
    popular foods, empowering people to make
    better-informed food choices every time they
    reach to buy something in a shop.
  • Jean Martin, CIAA President

The CIAA Nutrition Labelling Scheme As a
founding member of the Platform, the CIAA was
Committed from the beginning to voluntary
measures to improve the information provided to
consumers on packages and labelling. One of its
most ambitious commitments consisted in launching
a common Nutrition Labelling Scheme that is
recommended for use by the entire food and drink
sectors across all 27 Member States of the
European Union. The CIAA recommends that all its
members use a common and Nutrition Labelling
Scheme that will be applied and monitored by
member companies and federations on a voluntary,
self-regulatory basis. This improved labelling
programme was rolled out in EU markets in 2006.
In the words of CIAA President Jean Martin,
This labelling scheme, which is based on
scientific Guideline Daily Amounts for major
classes of nutrients, is a direct result of
Commissioner Kyprianous Platform, and
demonstrates the important catalyst function of
industry associations such as the CIAA in
combating obesity by translating public policy
goals into concrete actions.
Consumer Information
CASE STUDY Be Treatwise Cadbury Schweppes and
Masterfoods have developed Be Treatwise, the UK
pilot of a global consumer education campaign.
Through a responsible consumption message on
pack, it is designed to encourage people,
especially parents, to understand more about
nutritional guidelines, the nutritional content
of specific products and to think about how
treats such as chocolate and confectionery fit
into their and their childrens overall diet and
lifestyles by visibly displaying Guideline
Daily Amounts (GDAs) for individual nutrients
that are contained in each bar. This is coupled
with a healthy and active lifestyle message. Be
Treatwise is now part of all our brand
communications appearing in TV commercials, press
and outdoor advertising, translating into a media
value of c. 10m in the UK alone. Global rollout
is now being planned, subject to local regulatory
and linguistic requirements.
Consumer Information
European Snacks Association (ESA)The European
savoury snack industry (members of the European
Snacks Association) has significantly improved
and increased nutrition labelling on pack. The
result Almost all packs across Europe are now
labelled for fat, salt, sugar and saturated fat
and about 70 of the industry - up from about
50 - labels the majority of their packs with 4
extra nutrients. 20 of the industry introduced
nutrition labelling for the first time as a
result of European Platform commitments. 
Consumer Information
  • In the U.K., United Biscuits has Big 8 nutrients
    on over 90 of its consumer packs. Small consumer
    packs have the Big 4 nutrients. 
  • UB has lifestyle messages on 70 of its packs
    since the end of 2006 and all new products in
    2007 will have this messaging.
  • UB has launched a dedicated website
    ( to complement their
    consumer information initiatives
  • In Denmark, KiMs is a major player in the field
    of crisps and snacks.
  • From 2006, KiMs has
  • moved to "Big 8" nutrition labelling
  • provided more low fat crisp alternatives
  • sponsored the childrens handball school of the
    Danish Handball Federation
  • refrained from advertising to children

  • CASE STUDY Unilevers CHOICES Health Logo
  • Unilever launched the Choices Programme, which
    features the Choices stamp on the front of
    packages on foods and beverages in addition to
    detailed nutritional labeling. The stamp and a
    related communications campaign aims to make it
    easier for consumers across Europe to select
    healthier food and drink options without having
    to read and understand detailed nutrition labels.
  • Features of the CHOICES PROGRAMME
  • The Choices Programme can be applied
    internationally and in principle to all foods and
    drinks 1.
  • It is transparent about the benchmarks or
    criteria by which products qualify for the
    Choices stamp. They are based on sound
    scientific evidence and internationally-accepted
    dietary guidelines, including those issued most
    recently by the Joint WHO / FAO Expert
  • An independent scientific committee of
    internationally-recognised food and nutrition
    scientists advises on how to keep benchmarks and
    criteria up to date
  • The Choices Programme aims to stimulate the food
    industry to make even healthier options available
    to consumers, be that through product innovation,
    product optimisation and also improved consumer
    information/communication. 1 excluding
    alcohol, foods / beverages prescribed under
    medical supervision, foods / beverages for
    children under 1 year of age

In the UK, 24 leading food manufacturing
companies have pledged to apply the Guideline
Daily Amount food labelling scheme on front of
pack.  The scheme uses five icons calories,
sugars, fat saturates and salt.  With five
retailers also adopting the scheme we estimate
there are now 10,000 products in market with this
front of pack labelling. In January 07, twelve
members of the Food and Drink Federation launched
a 4m consumer awareness campaign consisting of
television advertising, print advertisements and
a supporting website (
and consumer leaflet.
Consumer Information
Both the EU Platform and the CIAA have been
catalysts for action and innovation in the areas
of energy and nutrient content as well as portion
and serving sizes. The results of this action are
new, enhanced and reformulated products in a
greater variety of serving sizes that make it
easier for European citizens to make healthy
dietary choices. You have undoubtedly seen some
of the results of our innovation in the
supermarket or your own kitchen. New, low-sugar,
low-fat and low-salt varieties of traditional
foods abound, and many companies have virtually
eliminated trans-fatty acids from their kitchens.
But this is just the beginning. Product
reformation isnt just about taking things out of
food productsits also about adding new
ingredients. Innovation and competition are
producing products with such apparent health
benefits that they can be considered
neutraceuticals. Ultimately, it is the
consumer that chooses, and some new products
dont meet consumers expectations in terms of
taste or convenience and fail in the marketplace
as a result. So be it. Thats business. But the
evidence on the following pages shows that
Europes food and drink companies are rising to
the challenge.
Products and choice
In the fall of 2006, eleven companies
representing approximately 61 billion in annual
sales, or roughly 7 of European sales in an
industry with an estimated annual value of 844
billion, responded to a CIAA survey covering
product reformulation and innovation, packaging
and nutrition labelling. Together, the companies
reported that they had put more than 4,000 new
product reformulations or innovations on the
market over the past three years these new or
reformulated products represent on average nearly
two-fifths of all the food and beverage products
these companies sell to European consumers and
one in three companies say they have gone even
further, reformulating at least half of their
products in 2005 and 2006. Cadbury, Campbell,
Coca-cola, Danone, Kellogg, Kraft, Masterfoods,
Nestle, PepsiCo, Tate Lyle, and Unilever
One third of companies reformulated at least 50
of their products in 2005 and 2006. Half
reformulated at least half of their total sales
A Tale of Two Fats (and a salt)
Saturated fats People need a certain amount of
fat in their diet to stay healthy, including
saturated fat. However, only as little as 10 of
total fat consumption should come from saturated
(animal) fats. The remainder of fat intake should
come from unsaturated fats like olive oil. Too
much saturated fat in the diet can increase
cholesterol levels and create cardiovascular
problems. That is why food manufacturing
companies are now reducing saturated fats in
formulating their products, to ensure people have
more options in choosing foods with a lower
saturated fat content. UB has reduced saturated
fat levels by 30 to 50  in its major brands
such as Hula Hoops, Skips, NikNaks and Wheat
Crunchies in 2006. Since January 2007 Hula
Hoops and Skips are be cooked in 100 sunflower
oil resulting in a further 55 reduction in
saturated fat (This is an overall reduction of
80 since 2005). From March 2007 the McCoys
range of products will have a 30 reduction in
saturated fat and 50 reductions will be made in
the Discos, Frisps Roysters snack brands in May
2007. Pepsico cut saturated fat levels in the
majority of its main potato crisps brands (Lays,
Cheetos, Smiths, and Walkers products ) by up to
70 in 2006.
  • Trans-Fatty Acids
  • Trans-fats entered peoples diets in the
    beginning of the 1900s when hydrogenated
    vegetable oils began replacing some animal fats
    in processed foods. Upon the realisation that
    eating trans fats increased the risk of
    obesity-related diseases such as coronary heart
    disease, food companies began reformulating them
    out of their product lines. Over the last several
    years, most companies have almost entirely
    eliminated trans fats from their ingredients.
  • By the end of 2007 Cadbury Schweppes will have
    met its target of removing transfats to less than
    0.5 grams per serving from its confectionery
    products across Europe.
  • Ferrero eliminated all hydrogenated fats from its
    products in 2006.
  • The products made by Masterfoods in Europe,
    including food, snack food and ice cream
    products, have been reformulated to contain less
    than 0.5 grams of trans fatty acids per portion.
  • Unilever has reduced the trans fat level to below
    1 energy on all its products.
  • The members of the British Retail Consortium
    (BRC) have agreed to eliminate industrially added
    trans-fats from all their own brand lines

Products and choice
Salt While our bodies need some salt, too much
salt can cause problems. Many food and drink
manufacturers are reacting by dramatically
reducing the levels of sodium in their products.
UB has reduced salt in its savoury snack
products such as Hula Hoops, McCoys etc by an
average of 13 over the year 2006.
Case study Products, Choice and Portion Size in
the Beverage Industry UNESDA, the Union of
European Beverages Associations, has committed to
expand the product and package offer in the
market place to offer consumers increased
opportunities to reduce calorie intake. The
objectives of the commitment, which is backed up
by independent monitoring 1) Increase the number
of new beverages with low- or no-calorie content
and light versions of existing beverages, where
technologically possible, safe and acceptable to
consumers, and 2) Increase the choice and
availability of individual packaging sizes and
pursue, where appropriate, cup downsizing to help
reduce individual over-consumption. Success will
be determined by the rate of increase of products
meeting the definition and by the number of
package sizes on the market at the end of
2006. Is it possible to get headline results
under embargo???
As the saying goes, a thousand here, a thousand
there, and pretty soon were talking about real
numbers! The example of Unilever alone shows that
a difference even a small percentage reduction in
fats, sugars and sodium can make a big difference
on a global scale.
Products and Choice
Advertising and marketing are frequently
demonized as the culprits that make people
buy things that arent good for them, but the
hard facts show that obesity and overweight are
just as much a problem in countries that have
total bans on certain kinds of advertising as
they are in those countries that permit
self-regulation. On the other hand, advertising
can be part of the solution to peoples growing
waistlines by educating consumers about the
availability of new products and choices and
promoting healthy diets and lifestyles. The
CIAA encourages its members to apply responsible
advertising practices through adherence to codes
of conduct at global, regional or national level,
supported by self-regulatory systems. Food and
drink companies have made particular efforts with
regard to children and schools, voluntarily
committing to stop advertising and marketing to
children In most cases, these self-regulatory
mechanisms are as or more effective than
government regulation, which, contrary to popular
perception, is no guarantee that people will make
healthy choices about diet and nutrition. These
initiatives also show that competition is often
better regulation than one-size-fits-all
Advertising and Commercial Communications
Food and drink manufacturers stop marketing
products to children In early 2007 Masterfoods,
the makers of Mars and Snickers chocolate bars,
committed to phasing out marketing food and
confectionery other than those in their Better
for you range to children younger than 12 by
the end of the year, worldwide. Better for you
products will meet regional nutritional
guidelines and the cut off age for direct
communications about such products will be 9
year's of age. The initiative follows similar
commitments by the members of UNESDA, the
European Soft Drinks Association, who in 2006
pledged to stop marketing and advertising their
products to children under 12 years of age. Both
moves were framed in the context of the European
Platform for Action on Diet, Physical Activity
and Health, launched in 2005 by the European
Commission and which gathers within its
membership consumer and health NGOs, medical
associations, sports associations, manufacturers,
retailers and advertisers.
Both Masterfoods and several members of UNESDA,
such as Coca Cola and PepsiCo, have also
implemented voluntary nutritional labelling
schemes to be rolled out across Europe.
Advertising and Commercial Communications
In 2006 Cadbury Schweppes strengthened its code
restricting advertising to children under 12
years of age in relation to emerging and new media
The PAOS Code The strictest self-regulatory code
on advertising to children
The Spanish Self-Regulating Code for Food
Advertising Aimed at Children, PAOS, was signed
on 9 June 2005 between the Ministry of Health and
FIAB, the Food and Drink Industry Federation
(Federación de Industrias de Alimentación
y Bebidas) and came into force on 15th September
2005. To date 35 companies have signed up
including Coca-Cola, Bimbo, Campofrío, Danone,
Ebro, Gallina Blanca, Leche Pascual, Nestlé,
Pepsico, Pescanova and Kelloggs. The was
developed in the Framework of the Spanish
National Strategy for Nutrition, Physical
Activity and Obesity Prevention (NAOS).
  • It doesnt substitute current legislation but
    establishes more strict and precise requirements.
  • Faster, more flexible and effective in
    controlling advertising.
  • Experience in other areas show that the best
    guardians are competing companies.
  • Its a positive approach not against the
    product but against the message the kids receive.
  • It fits in with the proactive and participative
    philosophy of the NAOS Strategy, committing all
  • The scope
  • 35 companies have voluntarily joined the PAOS
    Code since it was launched on 15 September 2005,
    which represents 85 of TV advertising.
  • The criteria
  • Advertising and marketing of food and beverages
  • Transmitted using any medium or support (TV,
    radio, newspapers, internet, etc.) except
  • Directed to children, especially under 12

Companies associated to the code that do not
comply with its rules can be sanctioned with
fines of between 6,000 and 180,000 Euros.
Advertising and Commercial Communications
Media Smart Media Smart is a non-profit media
literacy programme for school children aged 6 to
11 years old, initially focused on advertising.
Media Smart develops and provides, free of
charge, educational materials to primary schools
that teach children to think critically about
advertising in the context of their daily lives,
and food and beverage advertising in
particular. It is the only programme in Europe to
bring together industry, academics, parents,
teachers and governments. It uses television
broadcasts and in-class teaching materials to
reach children, parents and teachers. Endorsed by
the UK Secretary of State for Culture, Media and
Sport, the Dutch Health Ministry and the European
Commission, Media Smart has taught over one
million schoolchildren to date a rollout which
is to be repeated in several more countries in
the near future. A recent piece of independent
evaluation research conducted by the UK-based
Institute of Education1, shows that Media
Smart materials are effective at teaching
children about advertising literacy. Teachers
liked Media Smart materials and found them to be
effective at teaching children about advertising
literacy. Nearly 91 of teachers thought the
materials were excellent or good at successfully
engaging students and nearly 88 of teachers
found the materials well-designed and easy to
use. A total of 85 of teachers rated the
activities as excellent or good and over 83 of
teachers found the materials excellent or very
successful at teaching the language of
advertising. An overwhelming majority of
teachers preferred to teach advertising literacy
with commercial advertising examples, as opposed
to the non-commercial materials also
provided. Children do have a considerable
understanding of advertising but until now have
had little opportunity to discuss the things that
they do not understand with teachers. 1
'Media Smart Be Adwise 2 An Evaluation, Professor
David Buckingham, Dr. Rebekah Willett, Dr.
Shakuntala Banaji, Dr. Susan Cranmer, Centre for
the Study of Children, Youth and Media, Institute
of Education, University of London, January 2007'
A healthy lifestyle depends on many factors,
including appropriate and balanced dietary habits
but also exercise and genetics. But even the food
side of the equation is complex, depending on
everything from income and education to culture
and beliefs. A debate as seemingly simple as
which nutrition label works best becomes
difficult when compared across different
countries, age groups and income classes.
Together with other stakeholders, Europes food
and drink industries are contributing to a more
complete understanding of these factors and
ultimately better-informed public policy through
rigorous scientific research focusing in
particular on the identification of best practice
with regard to reducing levels of obesity. One
finding thats already clear Theres no such
thing as a European diet. People eat different
foods in different countries, and even in
different regions of the same countryand they
always have. Recognising such differences helps
policy makersand food and drink
manufacturersbetter respond to European
consumers individual needs.
Case study Consumer research to identify
educational messages to promote healthy
  • Together with other stakeholders in the Platform,
    the CIAA has contributed 180,000 to a joint
    research project that aims to identify a
    best-practice communication strategy to motivate
    children and their parents to achieve healthier
  • Following quantitative and qualitative fieldwork
    in several countries in January and February
    2007, preliminary revealed that mothers and
    children both saw a healthy lifestyle as a result
    of healthy diets and exercise, but had different
    ideas about achieving it.
  • Both mothers and children regarded physical
    activity as something fun and important for a
    healthy lifestyle, but perceived it to be easier
    for children to practice than for their mothers.
    Children (incorrectly) perceive a healthy diet
    being a choice between black-and-white extremes
    of foods that should and should not be eaten.
    Mothers, on the other hand, were more willing to
    eat foods perceived as being healthy such as
    vegetables and fish and nuts, but also admitted
    to not setting particularly good examples for
    their children.
  • Conducted by Family Research Dynamics, the
    research focuses on understanding how target
    groups perceive and respond to different messages
    that encourage them to adapt healthier
    lifestyles. It examines specific target
    group-driven messages and the contexts of
    delivery according to which messages and means
    best encourage behavioural change.
  • The findings show that some messages are
    completely lost on children, but are important
    for parents, while other messages can sink in
    with children if delivered in the right way
    through best-practice social marketing.

  • Some CIAA members, including Danone, spend
    their entire RD budget in improving health and
    nutrition content of their products. Many others,
    including Masterfoods, Unilever and Campbell Soup
    Co., spend more than 25 of RD to improve health
    and nutrition content.
  • Many companies have doubled their RD devoted
    to improving health and nutrition content of
    their foods over the last five years.
  • Tate Lyle spends about 66 of its annual
    research budget on improving health and nutrition
  • Kraft over the past five years has doubled its
    RD spending related to improving health and
    nutrition content to the point that this
    expenditure now equals 30 of Krafts overall RD

Case study Nestlé study on the Greek diet It
may sound surprising, but the fabled
Mediterranean diet isnt all its cracked up to
be. While olive oil and fresh fish, fruit and
vegetables certainly contribute to healthy diets
overall, Greece, Cyprus and Crete show some of
the biggest increases in both adult and childhood
obesity levels in Europe. Beginning in April
2007, a study by the Nutrition Laboratory of the
Agricultural University of Athens aims to produce
the first definitive survey charting the eating
habits of Greeks, thereby providing a better
scientific understanding of the factors that
cause obesity. Financed by Nestlé, the project
will study 10,000 children and adolescents in
five urban and five rural areas of Greece over
three years.
  • What will the ETP Food for Life deliver?
  • A platform for quicker and more effective,
    consumer-oriented food innovation.
  • A forum for ensuring an effective approach to
    integrating multiple disciplines for demonstrated
    consumer benefits.
  • Improved management of Europes knowledge
  • An enabling environment for pre-competitive
    research and competitive consortia.
  • Sustainable business models.
  • Education and training of persons in multiple
  • Identification and exchange of best practices.

European Technology Platform Food for Life An
ambitious new public-private partnership to
strengthen innovation and competitiveness of the
European food and drink sectors, in particular
regarding nutritional benefits, the European
Technology Platform Food for Life aims to
achieve nothing less than improving peoples
quality of life. By promoting the development
of innovative, novel and improved food products,
the ETP Food for Life aims to add both life to
years and years to life by studying the links
between diet and brain activity, immune and
intestinal functions and metabolic function. It
will also seek to identify ways of ensuring food
safety through up-front design and by the
identification and promotion of best practices in
sustainable food production. So far, four
companies (Nestle, Kraft, Danone Unilever) have
invested 50,000 each in the Food for Life
Kelloggs wins plaudits for its support of
research of childrens nutrition in Spain In
Oct. 2006, Kelloggs received an award from the
Spanish Society of Communitarian Nutrition for
the most outstanding continuous support to
scientific research in the field of childrens
and youth nutrition. Obesity among young people
represents a critical public health challenge but
often suffers from inadequate information. The
lack of obesity prevalence data in Spain prompted
Kelloggs to sponsor a two-year, six-volume study
of the food habits and nutritional status of
Spanish children and youth. Developed by the
key professionals in nutrition, pediatrics and
physiology in Spain, the study is one of the most
ambitious studies of the health-related habits of
children and youth in Spain and is being used as
an important point of reference among both the
scientific community and the public
administration. Among its findings Overweight
and obesity affect 26.3 of Spains youth, but
not equally. Boys, on average, are heavier than
women, and obesity is most prevalent among people
with the lowest socio-economic and educational
levels and among those who omitted or consumed a
poor breakfast. The Canary Islands and Andalusia
showed the highest prevalence of obesity and
overweight, and the northeast region the lowest.
Page with list of CIAA members and link to their
  • Contact info for CIAA members

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