While discussions continue about the best approach to food labelling, Nestlé has already introduced the Nestlé Nutritional Compass® (launched in 2005). This is an on-pack information panel that provides consumers with relevant, easy-to-understand nutrition information. It is a global labelling scheme that translates into billions of clearer nutrition labels in the hands of consumers. The Compass already appears on products amounting to 95% of total sales globally, and continues to be rolled out across our product range.

Built around a nutrient content table, the Compass comprises:

• Good to know - key nutrition information relating to ingredients or issues of public concern (for example, fat, sugar or salt content but also iron or fibre)
• Good to remember - tips for healthy enjoyment of the product
• Good to talk - contact details and links to further information online.
  
  See an interactive version of the Nutritional Compass. 

The on-pack contact details provide access to 96 Consumer Services teams around the world. Nearly three-quarters (73%) of the 10 million calls they receive each year are requests for product information, nutritional advice or recipes, and worldwide, over 40 million consumers choose to receive information and advice from Nestlé through e-mail and direct mail.

Nestlé nutritionists work with various stakeholders to develop the Compass and ensure its continued relevance. In Europe, for example, it is being adapted to feature a complete Guideline Daily Amount (GDA) table for the ‘big 8’ (energy, carbohydrates, proteins, fats, sugars, saturated fats, sodium and fibres). This is Nestlé policy and essential if a health or nutrition claim is made; only where there is a lack of space and no such claim is made can just the ‘big 4’ (energy, carbohydrates, proteins and fats) be listed.

The GDA table will be complemented by at-a-glance information, on the front of packs, about energy content per serving and its contribution to recommended daily calorie consumption. An arrow will direct the consumer to the Compass for further information. The GDA nutrition labelling scheme is on 45% of our products in Europe (as of end 2007).


The Nestlé Nutritional Compass in India
In India, natural, home-made food using basic cereals, vegetables and fruits is considered healthy and nutritious, but apprehensions concerning the nutritive value of processed foods persist. There is also a strong public awareness of proteins and calcium, but the benefits of other elements like vitamins and iron aren’t always well understood.

The Nestlé Nutritional Compass appears on 94% of all Nestlé products sold in India, but to drive interest and sales, and to become consumers’ preferred nutritional partner, our focus in 2007 was to promote the Nutritional Compass beyond packaging. Our approach involved a 10-brand nutrition marketing program, Your Choice to Good Food, across three cities, which created interest in and understanding of the Compass, empowering consumers to make informed choices at the point of purchase.

The program reached 100,000 consumers through activities in malls, which included teaser posters placed in car parks and atriums to lead consumers to Nestlé kiosks inside, nutrition assessments and counselling, Nutri Genie magic shows for children and walk-through exhibitions promoting the Compass and the key nutrition information it provides. This was supplemented by high-visibility point-of-sale campaigns within key retail outlets, using posters, floor stickers in aisles and at tills, shelf strips and branded display stands.

In total, the campaign reached 344,000 consumers at a cost of just CHF 0.26 per contact.