Background

Unilever undertook a Foresight initiative in 2000 to decide future
direction

Three main thrusts were highlighted : enjoyment; vitality and
quality/convenience

Unilever chose Vitality as consumer showed key interest health.
Other thrusts could also be included under Vitality.

In 2002 Unilever set up an Obesity task force to make
recommendations to the business.
Obesity grabs the headlines
Vitality is about:

Making the healthy choice the easy choice

Providing solutions for everyday life

Education – starting internally

Reviewing our own portfolio so that Unilever can be credible in the
external debate.

Providing clear information about our products
Dilemma No 1

Health variant or product reformulation?
Dilemma No 2

We didn’t know what was in our products!
Nutrition Enhancement Programme

There were limited schemes available

Scheme needed to be global and scientifically based

Found that schemes were not easy to develop and required much
testing

Had option to develop benchmarks for each category or a generic set
with some exceptions.
Dilemma No 3

We had the theory but how do we put this into practice?
Progress on Nutrition
Enhancement Programme
In 2005 and 2006, we eliminated
30,000 tons of trans-fats,
7,000 tons of saturated fats, 37,000
tons of fat
3,000 tons of sodium and
17,500 tons of sugars from our
portfolio
Dilemma No 4

If/how to apply to consumer communication ?
Proliferation of health logos….
Pick the tick
Australia/New
Zealand
Keyhole
system
Sweden
PepsiCo
United States
of America
Albert Heijn
The
Netherlands
Healthier
Choice
Singapore
GDA McDonald’s
… is confusing consumers
GDA Tesco
Multiple Traffic Light
United Kingdom
Health Robot
South Africa
Sensible Solution
Kraft
Sainsbury Traffic Light
United Kingdom
Front-of-pack labelling

International health and consumer organisations are in favour
of clear and simple nutrition information.

Quantitative consumer research indicates that:
 Consumers value nutrition front-of-pack (FOP) labelling
information
 FOP logos affect perception and usage intention
positively
 A single FOP logo could work across countries
The Choices qualifying criteria
Original criteria
Peer reviewed method [Eur J Clin Nutr 2007; 61:461-71]
Based on set of 20 (inter-)national dietary guidelines
Scientific Committee
The Netherlands
(6 members)
Thorough
review
Scientific Committee
Belgium
Choices independent criteria
(6 members)
Choices in action





“Ik Kies Bewust” The Netherlands
 First country with Choices implemented
Joint industry initiative
Participation by retail, trade and catering
Endorsement by government, consumer
organisations and key opinion formers
Within 1 year:
 65 manufacturers, retailers and catering
organisations member
 around 1500 products, from 81 different
brands, allowed to carry the stamp
Communication materials
The Choices Programme
Simple, Science-based & International





Worldwide programme
Involving all stakeholders
 Initiated by food industry
 Supported by nutritional scientists,
governments, NGOs
 Adopted by retail and food service
A single front-of-pack stamp
Independent qualifying criteria
Stamp supported by harmonised
communication

Open initiative: multinational & SME
International governance structure
International
Scientific
Committee
Choices
International
Board
National Board
Choices
National Board
Choices
National Board
Choices
National Board
Choices
The Netherlands
Belgium
Poland*
…
* Currently being set up
Dynamic criteria





Evaluation every 2 years to keep aligned with latest scientific insights
Move qualifying criteria even more towards dietary recommendations
Monitoring effects on consumer and producer behaviour
Transition period for implementation
Sharing expertise and experience among partners and with relevant
(N)GOs and scientists
International Scientific Committee
Chairman: Prof. Jaap Seidell
10 Eminent food & nutrition scientists
from all regions
Choices drives results
72,8
70,0
67,5
72,9
73,1
74,8
74,9
75,8
65,9
June vs Jan.
55,7
13% spending increase!
6,44
6,84
6,55
P12 06
P13 06
7,21
7,25
7,47
7,65
7,71
7,86
P1 07
P2 07
P3 07
P4 07
P5 07
P6 07
5,10
3,23
3,23
8,6
6,8
P7 06
P8 06
3,04
8,8
P9 06
P10 06
P11 06
% Kopers
Euro's per koper
% of people buying
Choices products
Euros spent per buyer
Marketing and Advertising to Children
Marketing Principles

Food and beverage advertisements should not encourage or
condone excess consumption and portion sizes.

In advertisements representing meals, the foods portrayed
should be shown in the context of balanced diet.

Food and beverage advertisements should not undermine the
promotion of healthy, balanced diets and active lifestyle.

Food product advertisements should not undermine the role of
parents and other appropriate adult role models in providing
valuable dietary guidance.

These have recently been revised with a commitment not to
directly market children under 6.

Also committed only market those foods that meet our
nutrition enhancement programme between 6 to 12.
Dilemma No 5

Collaboration when FOP labelling policy debate rages
on?
Current Situation
Healthy Food Code of Practice
Nutrient Profile
FoP
Nutrition
Labelling
Advertising
To Children
Nutrition
Claims
Reformulation
2 Different FSA Nutrient Profiles
- one of which is under review
- Limited food categories
Not currently covered by Nutrient Profiles,
but rules and targets in place
This results in :
- Inconsistency in overall policy approach (looks dis-jointed)
- A debate focussed on contentious issues and not overall benefits
- Low levels in trust and poor levels of consensus
- Minimal input of industry expertise
- A complex range of targets/assessments for industry to deal with
Conclusion

Food industry like Unilever has a role to play in engaging with society
at all levels to improve diet and public health.

We can provide clear nutrition information and education about our
products.

We can improve the nutrition composition for many of our products
as well as innovating new products.

We can engage people at work.

But we need a constructive and co-operative framework in order to
find correct solutions.
“Health is everyone’s business”
Prof. Geoffrey Rose
Thank you
www.unilever.com