The Nestlé Nutritional Profiling System
Nestlé strongly believes that healthy diets must be enjoyable to be sustained. Our unique 60/40+ programme constantly re-challenges our products to ensure that they are preferred by at least 60% of consumers of a large panel. Nutritional assessments are conducted locally which guarantees that wherever Nestlé operates, it is the nutritional needs of the local consumer that dictate the formulation of our products.
Thanks to the 60/40+ programme we’ve innovated or renovated around 31,720 products in 19 different categories to meet the needs of people in some 89 countries to date, Examples include our ice cream brands such as Skinny Cow, Edy’s Slow Churned and peelable banana ice creams which are lower in fat and calories than competing products. Elsewhere we have reduced sodium in our Herta cooked meats in France.
Cereal Partners Worldwide (CPW), Nestlé’s joint venture with General Mills, has committed to reduce the sugar content in 20 breakfast cereal brands to 9g or less per serving by 2015. CPW currently sells around 3.5 billion portions of cereals each year.
The business case for healthier products
We believe there’s a powerful business case for focusing on tastier and healthier products. Since 2009, our 60/40+ winning products have outperformed the rest of the portfolio, achieving better organic growth, real internal growth and margin returns. This is proof that relentless work on our recipes is helping meet consumers expectations.
In 2012, we renovated for health or nutrition reasons 6,692 products (2011: 5,066, 2010: 6,502).
Of the products we renovated, 3,317 (2011: 1,215) now contain less sodium, sugars, trans-fatty acids, total fat, calories or artificial colours and 4,691 (2011: 3,851) now provide more essential nutrients or nutritious ingredients – including vitamins, probiotics, prebiotics and vegetables.
Guideline Daily Amount on packaging
To help consumers make more informed food choices, in 2006, we added Guideline Daily Amounts (GDA) for adults on our packs in the EU region, as part of an industry pledge. GDAs provide a factual and objective guide to the daily intake for energy and key nutrients and empower consumers to evaluate a product's role in the daily diet. In the EU region, GDAs now appear on 99.3% of our products. Beyond the EU Region, our voluntary implementation of GDA has been progressing rapidly and now, in line with our global commitments, we will add GDAs to the front of Nestlé packs worldwide.
The Nestlé Nutritional Compass®
Around 98% of our products display the Nestlé Nutritional Compass® (NNC) - an on-pack labelling framework launched in 2005, to help consumers make more informed decisions about our foods and beverages. The Compass provides relevant information to guide consumers in an innovative way through understanding the nutrition table, the ingredients used in the product, tips for responsible enjoyment and the healthy usage of our products. It also provides and contact details so consumers can gain more, useful information.
Our research tells us that around 60% of consumers find the Compass useful and we are using their feedback to continuously improve it, for example, by by evolving the contents and ensuring they remain pertinent.
Talking to consumers about nutrition
The Nestlé Nutritional Compass is a great way to talk to consumers about nutrition, but not the only way. More and more of our products invite consumers to ‘find out more…’ on our websites, and around the world we’re involved in local and national nutrition education programmes.
Our efforts to promote better daily hydration are a good example of this. We know that drinking enough water every day is a healthy habit, best acquired during early childhood. We have made observational studies to know if children are properly hydrated when they arrive at schools in four markets (Italy, USA, UK and France): two-thirds of children are underhydrated. We’re running information campaigns in those markets.We’ve also produced ‘hydration toolkits’ for use in schools through our Project WET (Water Education for Teachers) initiative and this material will also increasingly be included in our Nestlé Healthy Kids programme.
To help us develop products that meet consumers’ nutrition, health and wellness needs, we developed a ‘Nutritional Landscaping’ approach that we piloted in 2010. This allows us to analyse the public health priorities in terms of nutrition in a given country. It includes data on micronutrient deficiencies, excess weight and obesity, allergies, diabetes, and other nutrition-related health conditions, obtained through collaboration with local nutrition and health experts, authorities and detailed consumer research. Nutritional Landscaping helps us target even more finely our products and communications to meet the nutritional needs of different consumer segments.
Helping parents and kids get portion sizes right
Research shows that what consumers see as a ‘normal’ portion size has increased over time in many countries – and that an increasing number of consumers are leading more sedentary lives and consequently consuming excess calories, which can lead to their becoming overweight or obese. In contrast, consumers who eat inadequate portions of nutrient-rich foods food because they live on low incomes often develop nutritional deficiencies.
Governments, regulators and health authorities have been calling for clear portion information for consumers to be included on food products. To help consumers make the right choices we introduced a Portion Guidance Framework in 2010, based on consultation with experts and consumers around the world. Our priority now is to find effective ways of making healthier portion choices for consumers as intuitive as possible when they are buying, preparing or consuming our products. In 2012, we used the ‘food guides’ and dietary recommendations issued by health authorities in every country we operate to compile a detailed Reference Portion Book, which will help us provide appropriate portion guidance for consumers.
Then, for each of our product categories, we identified appropriate portion sizes tailored to different ages and life stages, with a little variability to better reflect the fact that exact sizes may not meet individual requirements at each moment of consumption.
Our product teams and consumer information specialists are now systematically reviewing - and where necessary challenging - our different ranges with the aim of making Portion Guidance as easy to understand as possible.
Our consolidated estimates at end 2012, indicated that products amounting to sales of CHF 26.2 billion already offered specific Portion Guidance.
The Nestlé Healthy Kids Global Programme
Getting active and acquiring healthy eating habits can help children achieve and maintain a healthy body weight. We’re working hard to do all we can to promote healthier lifestyles and diets for kids.
We launched our Healthy Kids Global Programme in 2009, working with more than 250 partners worldwide, including national and local governments, NGOs, nutrition health institutes and sport federations. By the end of 2012, there were 68 programmes running in 64 countries, including pilots in Bulgaria, Democratic Republic of Congo, Kenya, Turkey, Vietnam and Zimbabwe. Together, these programmes have reached an estimated 5.4 million kids in 2012.
The key to the programme’s success is the quality of the expert teams, who develop the educational materials and curricula to meet the specific needs of local communities. It’s also important that the Healthy Kids Programme is not associated with our brands. Over the past 18 months, we developed stricter participation criteria for the programmes because we know they work best when children take part regularly. We’ve also improved the way we evaluate their impact on health.
The 2nd Nestlé Healthy Kids Global Workshop, India
About 70 delegates from more than 30 countries gathered in New Delhi, India, to share experiences and develop best-practice models for the Nestlé Healthy Kids Global Programme. Delegates included representatives from our global partners, the International Diabetes Federation (IDF) and the EPODE International Network. Representatives from national health authorities, child nutrition experts, NGOs and education experts who are working in partnership with us to deliver this programme also attended. The programme aims to raise Nutrition, Health and Wellness awareness and promote physical activity among school-age children around the world.
A key takeaway of the workshop was the need for the programmes to measure health outcomes and to accelerate the transformation of our Healthy Kids programmes into effective and impactful community based initiatives that are science-based and contribute to the health of the community.