Health Business - Change for the better

Change for the better

The Food and Drink Federation’s Recipe for Change report highlights how British Brands are addressing consumer health concerns

World-class capabilities in research and development, and a deep understanding of consumers, help explain why the food and drink manufacturing sector has been able to respond so positively in the ongoing debates about the health of the nation by developing new products and refreshing old favourites to be lower in fat, sugars or salt.

Embracing change
Changing the recipes of much-loved British brands is a complex task – and it needs to be done in a way that does not impact a product’s functionality, quality or price. Members of the Food and Drink Federation (FDF) – which represents the interests of food and drink manufacturing companies from across the UK – have been voluntarily embracing this particular challenge for a number of years. They are now leading the way when it comes to changing the recipes of popular products – meeting consumer concerns about health in a way that doesn’t make any compromise on taste.

However, the scale of the industry’s work is often overlooked, misunderstood, or taken for granted, which is why in July, FDF launched a report called Recipe for Change, which showcases the impressive achievements food and drink companies have made in terms of reformulating their products and creating ‘better for you’ options. This takes into account recipe changes made by companies of all sizes, from the biggest multinational to smaller private operators, operating across every type of product category.

Success stories
The report consists of 16 case studies, including some of Britain’s best-loved brands, and details the significant technical, financial and consumer challenges that need to be overcome with every new product or recipe development. Examples include:

Baxters, which has reduced the salt in its soups by 50 per cent since 2001, taking out 190 tonnes of salt each year
Britvic – whose J2O drinks now contain on average 11 per cent less sugar and no added sweeteners. Its Fruit Shoots contain 12 per cent less sugar. They also offer a low sugar variant, a pure juice and a flavoured water in the Fruit Shoot range of products
Mars Food UK, which has achieved a salt reduction of up to 35 per cent in its Dolmio, Uncle Ben’s and Seeds of Change sauces
Nairns, who since 2006 have reduced the saturated fat in their Rough Oatcakes by 37 per cent and since 2003 they have reduced salt by 56 per cent
and Unilever, which has removed 30,000 tonnes of trans fat, 27,000 tonnes of sugars, 12,500 tonnes of saturated fat and 3,500 tonnes of sodium from its global portfolio of products since 2003.

Sharing opinions
The report also contains a number of opinion pieces from industry experts who provide their perspective on why they believe changes to products are so important, what they think has been achieved to date and the hurdles manufacturers are now facing.

Dr Susan Jebb of the Medical Research Council has authored one of the pieces in which she outlines how strengths in nutrition science, combined with greater prominence given to food issues in government, have encouraged the UK food industry to take a leading role globally in product reformulation and innovation, and how real progress has been made in reducing trans fatty acids and salt. And Tim Smith, chief executive of the Food Standards Agency in his essay recognises that UK manufacturers and retailers are now leading the field and setting trends which others around the world are following.

Reassuringly, our report also suggests that the economic downturn has so far not created any measurable ‘health crunch’ when it comes to such innovation. Figures compiled for FDF by research company Mintel GNPD showed that over 700 product lines have been launched with new recipes since January 2007 – the equivalent of nine a week – more than in any other European country. Mintel’s research also suggests that total sales of healthier eating options in some key food and drink categories are now worth £8bn – and in some areas are growing at twice the rate of the market as a whole.

Economic pressures
Change on this scale requires a huge financial commitment by business. The recession is clearly forcing companies to reprioritise their investment decisions, and we do urge policy makers and regulators to be sympathetic to the immediate economic pressures faced by food and drink companies. We also think they need to be more realistic about the pace at which our members can be expected to keep delivering new and expensive innovations in what has become a very competitive, value-driven market.

There are issues too in how far companies can keep pushing the technical barriers to further recipe changes without making compromises that consumers will reject. Other consumer trends can also restrict further innovation by companies – demands for ‘natural’ products, for example, make it hard for manufacturers to swap sugars for artificial sweeteners, and of course the complex restrictions on the marketing of such new or revamped products create a huge disincentive to reformulation.

Dr Steven Walker, director general at Campden BRI, urges a word of caution in his Recipe for Change opinion piece. He says seemingly simple changes to recipes can have significant consequences for product safety, quality and manufacturing. Product reformulation has to anticipate and allow for these changes. It demands of manufacturers and their advisors a full understanding of the science of the product and the technology of its production.

Commitment to health
All that said, nobody should be in any doubt that FDF’s members remain totally focused on delivering the best possible products for consumers, and our commitment to healthier recipes is long-standing – in fact, it was a key pillar of the industry’s health and wellbeing action plan first unveiled way back in 2004.

Of course, recipe changes are just one of the ways in which the food and drink sector will continue to help address society’s concerns about the health of the nation. Our members are focusing on a range of areas where they know we can make the biggest difference – such as the provision of clearer on-pack nutrition labelling and the introduction of workplace wellbeing schemes. We are also committed to continue working in genuine partnership with government and others to deliver long-term solutions to the issue. We feel these are all important ingredients for any successful public health strategy. That’s our recipe for change.

For more information
For further information about the Food and Drink Federation and its members, visit www.fdf.org.uk. To download a copy of the Recipe for Change report, visit www.fdf.org.uk/health_wellbeing/recipe_for_change.aspx.