Department of Health and Social Care
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Calories to be capped and cut

Calories to be capped and cut

News Release issued by the COI News Distribution Service on 23 March 2012

The country’s biggest supermarkets, food manufacturers, caterers and food outlets are joining forces to help cut five billion calories from the nation’s daily diet, the Health Secretary Andrew Lansley announced today

Asda, Marks & Spencer, Morrisons, Sainsbury’s, Tesco, Waitrose, Coca-Cola Great Britain, Kerry Foods, Kraft, Mars, Nestle, PepsiCo, Premier Foods, Unilever, Beefeater (Whitbread), Subway and contract caterer Compass have all joined the fight against obesity and are leading the way in signing up to the Responsibility Deal’s calorie reduction pledge.

England has one of the highest rates of obesity in Europe and some of the highest rates in the developed world. Over 60 per cent of adults and a third of 10 and 11 year olds are overweight or obese. Consuming too many calories is at the heart of the problem.

Making commitments today to cut and cap calories are some of the world’s biggest food and drink manufacturers and best known brands. More than three-quarters of the retail market has signed up. In addition, among the first signatories are some of the top caterers providing meals in thousands of out of home settings, including Subway’s 1,423 stores - ranked number two by total meals sold. The impact of these commitments will help millions of people eat and drink fewer calories.

The following examples highlight some of the initiatives being taken, which include companies actively promoting and incentivising customers to choose lower calorie options. For many these examples are just one part of a wider calorie reduction strategy.

The commitments include:

Asda will develop a new reduced calorie brand across a wide range of products that will contain at least 30 per cent fewer calories than their core Chosen by you brand;Coca-Cola Great Britain will reduce the calories in some of its soft drinks brands by at least 30 per cent by 2014;Mars will cap the calories of their chocolate items to 250 calories per portion by the end of 2013;Morrisons will launch a range of healthier products developed by their chefs and nutritionists. More than 300 lines will be introduced, including low calorie and high fibre offerings. Key to this range will be an easy to read and understand labelling system;Premier Foods, manufacturers of brands including Ambrosia, Batchelors, Hovis, Loyd Grossman, Mr.Kipling, and Sharwood’s, will reduce calories in one third of their sales by the end of 2014 and at least 30 per cent of new products will be lower calorie choices; The Subway brand has committed to offer five out of their nine Low Fat Range Subs, each with fewer than 370 calories, as part of their £3 lunch offer; andTesco is on track to remove 1.8 billion calories from its soft drinks, will expand its Eat, Live and Enjoy range of low-calorie meals and is making it easier for shoppers to spot low-calorie options through its "Green Ping" labels.

Health Secretary, Andrew Lansley said:

“Eating and drinking too many calories is at the heart of the nation’s obesity problem.

“We all have a role to play – from individuals to public, private and non-governmental organisations – if we are going to cut five billion calories from our national diet. It is an ambitious challenge but the Responsibility Deal has made a great start.

“This pledge is just the start of what must be a bigger, broader commitment from the food industry. But it is a great step in the right direction and will help million of us eat and drink fewer calories.”

Chair of the Responsibility Deal Food Network Dr Susan Jebb said:

“I am delighted that these first companies are leading the way on this calorie reduction programme which is vital to tackle obesity and improve public health. This is a very encouraging start displaying some creative and varied ways to encourage behaviour change.

“I am impatient to make progress, but it will take time to change the eating habits of the nation. This is a marathon not a sprint and we all have to commit to support this programme of work for years to come. I know some other companies are already developing their plans but we need everyone, all companies - from all sectors and all sizes - to step up and act for the good of the nation’s health.”

British Retail Consortium Food Director, Andrew Opie, said:

“Responsible retailers are dedicated to helping people make healthier choices. The new commitments on calorie reduction complement other work retailers are doing in areas such as calorie information, salt reduction and alcohol units. The next phase must be to consolidate the excellent foundation which so many businesses have helped to put in place.”

FDF Director General, Melanie Leech said:

“Recognising the importance of the government’s Call to Action on Obesity in England, FDF has been working constructively alongside other stakeholders through the Public Health Responsibility Deal to develop a calorie reduction pledge. We welcome the approach of a menu of options, which should allow as many companies as possible to support improved public health whilst continuing to make a major contribution to the UK’s economic recovery. A number of FDF companies are making immediate commitments to support the calorie reduction pledge and we would expect other companies from right across the food and drink industry to join them over the next few months."


Notes to Editors

1. For further media enquiries please contact the Department of Health newsdesk on 020 7210 5221.

2. Calorie Reduction Pledge wording:

Recognising that the Call to Action on Obesity in England set out the importance of action on obesity, and issued a challenge to the population to reduce its total calorie consumption by 5 billion calories (kcal) a day.

We will support and enable our customers to eat and drink fewer calories through actions such as product / menu reformulation, reviewing portion sizes, education and information, and actions to shift the marketing mix towards lower calorie options. We will monitor and report on our actions on an annual basis.

3. Other initiatives include:

Beefeater Grill (Whitbread) will promote 20 per cent of their menu with calorie capped meals, and continue to reduce calories year on year in their top selling lines;Compass Group UK will over the next 18 months reformulate their standard recipes to decrease energy density and subsequently remove up to 10 per cent of calories from these recipes;Kerry Foods will deliver activity in a number of different ways, including reducing energy density;Kraft will introduce resealable packaging on many of our chocolate brands, including Cadbury's Dairy Milk;M&S will continue to grow its range of calorie controlled options across prepared meals, desserts, sandwiches and snacks, which are designed to help customers reduce their intake of calories;Nestlé will continue its programme of product reformulation and increase its support for education and training programmes in schools, colleges and at the workplace, to teach the basic principles of health and nutrition, including calorie management;PepsiCo UK will introduce a calorie cap of 160 Calories across single serve savoury snacks without significant positive nutrition, by 2015;Sainsbury's have publicly committed to reduce sugar, fat, saturated fat and salt in own brand products;Unilever UK is already reducing calories; recently it conducted reformulation within its spreads portfolio, significantly reducing the number of calories and the amount of saturated fat. It will complement this with further reformulation and consumer information; and Waitrose will build on the work it has already done to reduce calories with no compromise on taste or quality. It will continue to make calorie reductions in a variety of ways, including reviewing energy density, and will continue to encourage a balanced diet and exercise.

4. For further details of the pledge and the companies signed up visit:

5. Delivery plans: the companies announced today are the first to sign up and make early commitments to the Public Health Responsibility Deal calorie reduction pledge. They now have six weeks to formally submit their delivery plans and these will be issued on the Responsibility Deal website.

6. Monitoring: in line with the standard practice of the Responsibility Deal, companies making commitments will be asked to provide delivery plans and annual updates on their progress. The Department will also use nationally available data to assess overall progress against the calorie reduction challenge.

7. The Obesity Call to Action can be found on the Department of Health’s website at:


Department of Health
Phone: 020 7210 5221

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