ORKLA`S APPROACH TO NUTRITION AND HEALTH

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ORKLA’S APPROACH
TO NUTRITION
AND HEALTH
ORKLA’S APPROACH TO NUTRITION AND HEALTH
CONTENTS
Orkla’s approach to nutrition and health……………………………………… 3
The WHO’s recommendations to the food industry………………………..... 4
Orkla’s mission…………………………………………………………………... 5
Product innovation…………………………………………………………….... 6
Examples of innovative products…………………………………………….... 8
Consumer information………………………………………........................... 11
Labelling………………………………………………………………………..... 12
Marketing guidelines……………………………………………………………. 13
ORKLA’S APPROACH TO
NUTRITION AND HEALTH
ORKLA’S APPROACH TO NUTRITION AND HEALTH
Close to one third of the global population is now overweight. Lifestyle-related diseases are
increasingly prevalent, heightening the need for healthier food and more physical activity.
Tackling these challenges requires dialogue and cross-cutting, concerted efforts by the
food industry, the retail sector, specialised experts and public authorities.
We at Orkla are committed to shouldering our share of responsibility and promoting better
health. By developing healthier variants of the products that consumers eat and drink every
day, we can help to improve people’s diet. We can inspire consumers to make healthy
choices by developing new tasty, healthy foods. By providing clear, easily understandable
information on products’ nutritional content, we make it easier to choose a balanced diet.
The purpose of this report is to give our stakeholders an insight into the way Orkla works in
the field of nutrition and health.
(Please contact our Nutrition and Health Manager, Anders Högberg
anders.hö[email protected], if you have any questions regarding this presentation.)
Peter A. Ruzicka
President and CEO
Orkla ASA
January 2016
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THE WHO’S RECOMMENDATIONS
TO THE FOOD INDUSTRY
The WHO emphasises that physical inactivity and unhealthy diets,
especially those that have a high content of fat, sugar and salt, are
among the leading causes of lifestyle diseases.
The WHO therefore recommends that consumers limit their intake of
salt, sugar and fat and shift fat consumption away from saturated fats
to unsaturated fats. At the same time, the food industry should reduce
the content of fat (especially saturated fat), sugar and salt in processed
products. The WHO also recommends that the authorities consider
introducing more stringent labelling and information requirements in
order to influence consumers’ choice of food products*. In 2010, the
WHO put further emphasis on this at the sixtythird World Health
Assembly, by following up progress and deciding on a set of
recommendations on the marketing of foods and non-alcoholic
beverages to children.
ORKLA’S APPROACH TO NUTRITION AND HEALTH
THE WHO CALLS ON THE GLOBAL FOOD INDUSTRY TO:
o Promote healthy diets and physical activity in accordance with
national guidelines, international standards and global aims.
o Limit the content of saturated fat, transfatty acids, sugar and salt
in existing products.
o Continue to develop and offer consumers a selection of
affordable, healthy and nutritious choices.
o Consider introducing new products with better nutritional value.
o Provide consumers with adequate and understandable product
and nutrition information.
o Practice responsible marketing, particularly as regards the
promotion and marketing of food high in saturated fats, transfatty
acids, sugar and salt, especially to children.
o Issue simple, clear and consistent food labels and evidence-based
health claims that will help consumers to make informed and
healthy choices with respect to the nutritional value of foods.
o Provide information on food composition to national authorities.
o Assist in developing and implementing physical activity
programmes.
*http://www.who.int/dietphysicalactivity/en/index.html
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ORKLA’S APPROACH TO NUTRITION AND HEALTH
ORKLA’S MISSION
ORKLA’S MISSION IS “IMPROVING EVERYDAY LIFE WITH HEALTHIER AND MORE
ENJOYABLE LOCAL BRANDS”.
At Orkla, we are passionate about improving our consumers’ everyday life with
healthier and more enjoyable local brands. Our great-tasting and convenient
innovations, with a healthier profile as compared to competition, will make it easier
to achieve a healthy lifestyle. Our engagement shall make us an attractive partner
for external stakeholders such as customers, government, investors and local
communities and an attractive employer to current and future employees.
ORKLA’S PRIMARY OBJECTIVES UP TO 2020:
o
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Develop products containing less salt, sugar and saturated fat
Launch concepts and innovations that promote a healthier lifestyle
Help to increase the consumption of fish
Make it easier for consumers to choose healthy products
Avoid marketing to children
Engage consumers in healthy lifestyle activities
Each company tailors its approach to healthy food to local consumer needs,
however, always in compliance with Orkla’s strategy. A broad range of products
with reduced content of sugar, fat, salt and additives have been launched across
Orkla’s companies during the last few years.
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PRODUCT INNOVATION
Product development and innovation work at Orkla are based on local
needs and taste preferences. Several Orkla companies have their own
R&D departments staffed by nutrition experts. Through close
collaboration with external centres of expertise, Orkla applies new
knowledge in the fields of health and diet in developing tasty, innovative
products with a sound nutrition profile.
ORKLA’S APPROACH TO NUTRITION AND HEALTH
LESS SALT
Orkla wants to contribute to lowering people’s salt intake. We have set
ambitious targets for reducing salt in our products and categories. Some
of our activities are:
1. A commitment to remove 80 tonnes of salt from Orkla’s Norwegian
products from 2014 to 2018.
When developing new products, we devote particular attention to:
LESS SATURATED FAT
Orkla seeks to reduce the population’s intake of saturated fat, for
instance by replacing palm oil with healthier types of fat. Beneficial fatty
acids such as olive oil and sunflower oil have been substituted for palm
oil in several products, including biscuits and snacks. Examples of
product improvements are Kornmo, Tom & Jerry and Bokstavkjeks
biscuits.
REDUCED SUGAR CONSUMPTION
Orkla offers sugar-free or low-sugar options in several categories, such
as beverages, toppings and spreads, jam and ketchup, and is working on
reducing the amount of sugar in more products.
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2. The salt content in a number of products under the Pizza Grandiosa
brand in Norway has been reduced to levels well below the criteria
specified for the Keyhole labelling scheme. In Norway, the average salt
content in Pizza Grandiosa has been reduced from 1.4% to 1.0% during
the last five years.
3. Significant reductions in the salt content of ready meals, soups and
sauces in Sweden and Norway have been achieved. In Norway the
average level of salt in soups has been reduced from 1.2% to 0.7%.
PRODUCT INNOVATION
APPLIED RESEARCH TO IMPROVE PRODUCTS
Orkla’s companies are involved in around 20 research projects to
improve products. Here are two examples:
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o
Several Orkla companies have a cooperation agreement with the
Antidiabetic Food Centre (AFC) at Lund University in Sweden.
The AFC seeks to promote knowledge and expertise related to
the development of foods that can help to reduce the risk of
obesity, age-related diabetes and cardiovascular disease.
o
The new research project “Packing a Healthier Lunch” aims at
developing products with a lower content of salt and saturated
fat. Orkla Foods Norge is one of the project participants. The
objective of the project is to develop bread and processed
cheese that contain less salt, and sausage containing less
saturated fat and salt.
ORKLA’S APPROACH TO NUTRITION AND HEALTH
EXAMPLES OF INNOVATIVE
PRODUCTS
ORKLA’S APPROACH TO NUTRITION AND HEALTH
READY MEALS
TORO offers chilled ready meals with fish, salmon with
pasta, and fish pie with potato. Felix Italia, Felix Thai and
Felix India offer pasta and rice dishes with a lot of crispy
vegetables and a balanced content of fat and salt.
DRIED PRODUCTS
TORO is a large brand in Norway which includes a wide
range of dried products. These naturally have a long shelf
life without any preservatives. In dried soups and sauces,
there has been a continuous work with salt reduction, and
the average levels are today as low as 0.7% salt in soups
and 0.9% in sauces.
MEAT PRODUCTS
A new type of meat products has been launched by Felix
in Sweden. In Felix Smart Food products, a large part of
the meat has been replaced by wholegrain cereals. Felix
also offers a line of pure vegetarian products, rich in
protein and with no additives.
PASTA PRODUCTS
Pastella wholegrain Fettuccine is a tasty, fibre-rich
alternative to the traditional pasta. It is made of 100%
wholegrain durum wheat flour and is labelled with the
Green Keyhole symbol. Pastella and TORO have
launched a new type of fresh pasta made from dough
with a 40% vegetable content.
POTATO PRODUCTS
Mashed potato powder with no food additives and frozen
mashed potatoes have been launched by Felix and Nora,
respectively.
PIZZA
The Keyhole-labelled Pizza Grandiosa contains added
wholegrain and, in addition, less fat and salt. In Norway
the average salt content in Pizza Grandiosa has been
reduced from 1.4% to 1.0% during the last five years. In
addition TORO has a Keyhole-labelled pizza dough rich
in fibre and oats.
JAMS AND MARMALADES
Orkla companies produce jams with a calorie content
ranging from 75 kcal/100g (Nora Without added sugar) to
205 kcal/100g (Nora’s Home-made strawberry jam).
Orkla Foods Danmark launched a jam with less added
sugar, sweetened with stevia. Nora’s Stirred contains
80% berries.
SWEET SPREADS
The sugar content of Nugatti Max chocolate nut spread
has been reduced by a total of 33% by increasing the
quantity of milk whey powder and adding fibre. Palm oil
has been replaced by sunflower oil in Nugatti and
Sjokade.
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EXAMPLES OF INNOVATIVE
PRODUCTS
ORKLA’S APPROACH TO NUTRITION AND HEALTH
OMEGA-3
Stabbur-Makrell, Mäster Makrill from Abba, as well as
Möller's cod liver oil and Möller's Dobbel, contain healthpromoting Omega-3 fatty acids.
SMOOTHIES AND JUICES
Paulúns Supersmoothies and Superjuices are made
exclusively from fruits and berries, with no added sugar.
PATÉS
Stabburet chicken pâté is made of chicken, chicken liver
and vegetable oils, and is a good source of iron, folate
and vitamin B12. Stabburet liver pâté also exists in a light
variant with only 9% fat.
BEVERAGES
Orkla offer beverages with a calorie content ranging
from 50 kcal/dl, as in Önos fruit syrups, to as low as 1
kcal/dl, as in Fun Light sugar-free cordials. Fun Light
products contain natural colours and aromas. Several
new innovations with less or no added sugar and with
stevia, have been launched recently
KETCHUP AND DRESSING
Beauvais and Felix both offer a tomato ketchup that
contains less sugar and less salt. Felix and Beauvais
produces a ketchup with no or less added sugar,
sweetened with stevia. Several Felix, Idun and Beauvais
dressings have a reduced fat content (10% fat or less).
SAUCE
The sauces from Oolannin have a reduced content of
salt, and are lactose free. Abba, NemFisk and TORO
have launched sauces that make it easier for the whole
family to prepare and eat fish.
BREAD
Credin offers a range of bakery mixes where the baked
bread fulfils the criteria laid down by the Danish
“Wholegrain Partnership”. Fit4Life® from Idun is a universal
healthy bread mix with a high fibre content. TORO offers
crispbread, homemade pizza bottom and scones dry
mixes with a high wholegrain and fibre content.
SNACKS AND SWEETS
Healthier sweets and snacks include the Polly and
Anyday dry-roasted nut selection without salt and
Crisp' s, a range of wholewheat wavy crisps from
KiMs with a lower calorie content and fat percentage
than traditional crisps. Sunflower oil with a favourable
fat composition is used in many products in Orkla’s
snacks companies, e.g. Cheez Doodles.
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EXAMPLES OF INNOVATIVE
PRODUCTS
ORKLA’S APPROACH TO NUTRITION AND HEALTH
BISCUITS
FiberRik (high-fibre) biscuits from Sætre and sugar-free
Digestive biscuits and “Smörgosrån” with wholegrain
from Göteborgs Kex are healthier alternatives. In many of
our biscuits, palm oil has been replaced by sunflower oil.
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DAIRY AND MILK-BASED PRODUCTS
The Jacky Jugupala yogurt pudding ranges consist of
several variants with less sugar, low lactose and
increased fibre content. This lactose-free Risifrutti is
designed for lactose-intolerant consumers.
CEREALS
Paulúns Cereals and Muesli contains a lot of wholegrain
and no added sugar. The latest innovation in this
category is Paulúns Granola-muesli with 19% fibre.
WEIGHT-MANAGEMENT PRODUCTS
Nutrilett contributes with a range of products for
persons who want to lose or maintain weight. The
products include shakes, soups, bars and snacks. The
weight-loss effect of Nutrilett is well documented
scientifically
SPORTS NUTRITION
Maxim’s products are developed by nutrition specialists
and in cooperation with athletes. They are developed for
men and women, all the way from top athletes to those
who are more modest exercisers. Maxim is sold in more
than 20 countries throughout the world.
LIVA
Malnutrition is a frequent problem among elderly, and
Orkla Foods Sverige is matching this problem with their
launch of Liva Energy. These products contain 30% more
energy.
ALLERGY (1)
Today, almost one out of three children in Sweden is allergic, and around 5-8% is oversensitive to certain foods. Consequently, Orkla Foods Sverige has launched Felix ParNut, a
brand targeting the catering industry. The product range comprises meat balls, meat patties
and other ground meat dishes that are guaranteed to contain no gluten, lactose, milk protein,
soya protein or egg protein.
ALLERGY (2)
TORO has a long tradition of delivering innovations that are free from gluten, egg and milk. As
a complement to a product line for making gluten-free products, over 200 TORO products are
made from gluten-free raw ingredients. Examples of gluten-free versions of ready meals are
TORO Lasagne and TORO lactose-free porridge. TORO also has a long and productive
cooperation with the Norwegian Celiac Association (NCF).
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CONSUMER INFORMATION
Orkla’s companies are implementing the new EU regulation on Food
Information to consumers (No. 1169/2011). This means that Orkla
products in the future will have a nutrition declaration with at least seven
nutrients listed on packages. Orkla will also implement clearer allergy
information.
In addition, we want to make it easy to choose a balanced, nutritious diet
by e.g. providing supplementary nutrition information where this is
possible and relevant. In the past years, Orkla’s food companies have
improved both the nutritional content declaration on their packaging and
the health and dietary information provided by the companies’ websites
and consumer service departments. This work will continue also in the
future.
Many Orkla companies provide product information on their websites. For
example, on the Orkla Foods Sverige website (www.orklafoods.se),
under “Produkter”, you will find useful information about the nutritional
values and ingredients in their food products, as well as information
about allergies, cooking, storing and recycling of the products. On the
Orkla website (www.Orkla.com), under the section Sustainability, you will
find useful information about Orkla’s view on nutrition and health.
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ORKLA’S APPROACH TO NUTRITION AND HEALTH
LABELLING
ORKLA’S APPROACH TO NUTRITION AND HEALTH
RI (Reference Intake) is a voluntary labelling system that has been endorsed by most of the major food companies in
Europe, thereby ensuring the provision of uniform nutrition information. RI is designed to make it easier for consumers
to understand the nutritional content of food products by translating technical terms into more consumer-friendly
language. Several Orkla companies have introduced RI labelling on their products.
The Green Keyhole symbol is a system of labelling that identifies the healthier products in various food product
categories, based on criteria such as salt, sugar, saturated fat or fibre content. This is a simple, clear labelling method
that tells consumers that products displaying the Green Keyhole symbol are a better choice than other products in the
same category. The Green Keyhole system has existed in Sweden since the late 1980s. Orkla participated in the
Swedish effort to revise the system in 2004, as well as in the similar Nordic effort in 2008 and 2013. Orkla considers the
introduction of the Green Keyhole throughout the Nordic region to be very positive. We are also positive about
expanding the labelling system to cover more product categories, e.g. beverages. Orkla aims to increase the number of
Keyhole products towards 2020.
The Bread Scale and the Danish “Wholegrain Partnership”: Orkla’s Danish and Norwegian ingredient companies
use a labelling system on their products to indicate the content of wholegrain. The labelling scheme called
“Brødskala’n” (the Bread Scale) comprises four labels categorising the bread on the basis of wholegrain and wholegrain
flour content. Comprehensive guidelines for the use of the labels have been developed, and access to using the labels
is only granted after a contract has been signed between the operator and the Federation of Norwegian Food and Drink
Industry. In Denmark, the criteria of “Velg fuldkorn først” (choose wholegrain first) are set by the Danish “Wholegrain
Partnership”. In essence, they follow the same guidelines as the Green Keyhole, but have a higher demand for the
content of wholegrain.
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MARKETING GUIDELINES
We consider it important to have a conscious and responsible approach to
marketing, particularly with respect to nutrition and health. Orkla has sound
procedures for quality assurance of marketing and product information, and
we have stringent requirements with respect to being able to justify claims.
We are particularly cautious when it comes to marketing of products that
appeal to children.
Orkla is committed to developing the voluntary guidelines further in
cooperation with the industry and the authorities rather than introducing
stricter government regulation. Orkla has prepared internal guidelines
to inform Group companies about considerations to take into account
when developing marketing of food and beverages.
Because of an increase in the prevalence of overweight children and
adolescents, marketing restrictions are under discussion in a number of
European countries. In 2010, WHO established a set of recommendations
on the marketing of foods and non-alcoholic beverages to children. Orkla
supports WHO’s recommendation to reduce the marketing pressure
associated with products with a high content of saturated fat, sugar and salt.
In accordance with these provisions, Orkla companies shall:
In 2007, the food industry drew up non-mandatory Norwegian guidelines for
marketing of food and drink that targeted children, which are now aligned
with WHO’s recommendations of 2010. These Norwegian guidelines were
further developed in 2013. Orkla was actively involved in formulating these
guidelines both in 2007 and 2013. Current Norwegian legislation, coupled
with the industry’s own self-regulatory system, makes the Norwegian
regulations on marketing that targets children the most stringent in the world.
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ORKLA’S APPROACH TO NUTRITION AND HEALTH
o Not develop advertising for high-energy, low-nutrient products that
directly targets children, or advertise such products through media
channels particularly designed for children.
o Exercise caution with respect to the use of persons or characters who
are well known to children from television programmes or films.
o Not advertise at schools or day-care centres.
o Not offer vending machines for high energy, low-nutrient products to
day-care centres or schools below college/university level.
o Exercise caution with regard to entering into agreements concerning
sponsorship and distribution of samples etc. at events for children, or
where children are unaccompanied by adults.
o Introduce procedures in connection with school visits to ensure that the
contact teacher obtains approval from parents in connection with the
visit, and permission to distribute samples.