In addition, at least 30% of the company’s new products will provide consumers with lower calorie choices.
The commitment was announced along with similar pledges from other food businesses to help deliver the Department of Health Call to Action on Obesity challenge to the population to reduce its total calorie consumption by five billion calories a day.
Calorie reductions are to be achieved through product reformulation, portion size changes, education and information and actions to shift the marketing mix towards lower calorie options.
Premier Foods calorie plans will focus on the company’s Power Brands including Ambrosia, Batchelors, Hovis, Loyd Grossman, Mr Kipling and Sharwood’s.
Already this year, calories are being incrementally reduced across the Hovis Soft White range through reducing fat and saturated fat levels, helping consumers on their way to eat 100 calories less per day, the company said. This covers a total of 12% of the company’s branded portfolio representing more than £130m of sales.
The company will ensure that 30% of its new products are focused on providing lower calorie options. For example, the new Ambrosia rice pot range launched this year replaces the current 150g and 135g pot sizes with a wider selection, providing consumers with smaller, lower calorie choices.
Source: Premier Foods
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