Mandy Hurworth

Responsible Food Manufacturing
UB
Nutrition strategy
Consumer perspective
Government perspective
Case Study
Business impact
Mandy Hurworth
Nutrition Manager UBUK
UB
UK
Leading manufacturer and marketer of biscuits and
packaged nuts
Second largest manufacturer and marketer of
savoury snacks and crisps
Nutrition Strategy
Improve nutrition credentials of UB portfolio
Remove or reduce ingredients of concern
Introduce wholesome and nutritious ingredients
Provide healthier options of standard products
Communicate – 123, GDAs
The UK Consumer Health Trends Radar
RESPONSIBLE EATING
KEEPING BAD OUT
PUTTING GOOD IN
Balance & Moderation
5 FRUIT & VEG a day
ANIMAL
(SATURATED) FAT
SALT
ARTIFICIAL
Additives
SUGAR
Hidden
LESS AND
LOWER FAT
AND SALT
FRESH
NATURAL
SIMPLE
E numbers
MSG
“southampton” study on
colours has
Colours
increased focus
Sweeteners
HEALTHIER OILS
OMEGA 3 (& 6)
Desire for “natural” products
seen in growth of organic,
cooking from scratch
& the removal of additives
SEEDS
PREBIOTICS
WHEAT
Intolerance/allergies
PULSES
(Whole)GRAIN
CEREALS
Government/Public Health
*source: DH Foresight group
Start the ball was rolling…..
• As part of a formal review of strategic options
for the McVitie’s brand, the opportunity for a
reduced saturated fat Digestive was presented
to the Sweet Biscuits Marketing Director.
• A good level of interest but concern about the
potential impact on taste
• “Carry on, keep us posted ….”
Could this be a BIG IDEA or was it just a piece of “housekeeping?”
Would consumers be interested?
• Many questions to be answered
How much
should the
reduction be?
Will consumers
be prepared to
pay more ?
Will the taste be
different?
Will consumers
buy more?
The Technical Challenge
•
The Trial Plan
– All products had in-depth analysis conducted on them
involving the following tests vs the standard product at that
time
•
•
•
•
•
•
•
•
Screen Team, Triangle Test and Shelf Life determination
Chipping and Breakage assessment
Travel Test
Product ‘Checking’
Product Hardness
Effect of Hot Weather on dough and product
Ease of manufacture and subsequent optimisation
Analytical testing through shelf life.
And one final test ……………
–
Dunkability!
•
Communications
•FSA & FDF briefed
•Sales Teams briefed
•Press announcements coincide
with first production in October 2008
On Pack
GDAs
“1-2-3 for a healthy balance”
•snacks into context
Business Impact
Consumers
Health benefit - 2,700 tons of saturated fat removed from Digestives
Customers
Better proposition
Business
Costs
Sales
First few months Sales rose by 20%
•£3m added in sales value
•800,000 new households buying these products,
•Repeat purchase has grown and been maintained
Continuously monitoring consumer reactions
UB has made significant and positive changes since 2004
2004
2005
2006
2007
2008
80%
total
reductio
n in sat
fat on
Hoops &
Skips
From
12% to
2.5% sat
fat since
2005
Big 8 on
pack
From
1992
2009
50% less
saturated fat
in McVitie’s
Core
biscuits,
JCC,
McCoys, go
ahead!
Sat fat reductions
removal of
HVO
in biscuit
dough
25% lower in fat
Removal of artificials
Phase 1
sodium
reductions
Biscuits/
snacks
Childrens ‘
brands no
longer
advertised
on
childrens’
channels
10%
sodium
reduction
across
biscuits
& snacks
achieved
removal of
HVO
in all
products
Manufactured
By McVitie’s
Cake Co
Phase 2
Saturated
fat
sodium
reductions reductions
Biscuits/
on
snacks
Snacks
portfolio
Natural flavours
18% sodium Continuation
Phase 1
GDAs on
reduction
of the
pack Saturated
achieved on programme
new
fat
to remove
snacks, 23%
reductions launches
artificial
on
and range
on core
colours and
biscuits
flavours
biscuits
redesigns
What next?
UB is committed to a long-term goal of improving the
nutritional credentials of the products we manufacture,
where it is technically and commercially feasible to do so
whilst maintaining quality and taste.
Thank you
Sat Fat
Since 2005 UB - reduce the saturated fat content of its savoury snacks. Examples
of total reductions in saturated fat over this period include:
Hula Hoops – 80% reduction
Skips, KP Crisps, KP Mini Chips, Brannigans Crisps – 75% reduction
Wheat Crunchies, Nik Naks, Space Raiders, Frisps , Roysters - 75% reduction
McCoy’s Crisps - 70% reduction
Discos – 60% reduction
Mini Cheddars Crinklys – 40% reduction
Mini Cheddars – 30% reduction
In 2009 UB reduced the saturated fat of three popular crackers:
Jacob’s Cream Crackers & High Fibre Cream Crackers – 30% reduction
Jacob’s Light Cream Crackers – 55% reduction
In 2009 saturated fat reductions implemented for a number of sweet biscuits and
for some products a second saturated fat reduction has recently been launched at
the start of 2010. Examples of the overall reductions are given below:
McVitie’s Digestive – 80% reduction
McVitie’s Rich Tea - 75% reduction
McVitie’s Hob Nobs – 75% reduction
McVitie’s Light Digestive – 80% reduction
McVitie’s Light Rich Tea – 75% reduction
McVitie’s Light Hob Nobs - 65% reduction
Go ahead Crispy Slices – 50% reduction