DoH obesity strategy makes calories a priority
The government department launched its Healthy Weight Healthy Lives strategy in early 2008. A key element of the strategy is promoting healthy food choices (as well as improving education and fostering a healthy environment). The aim is to curb the obesity epidemic that has been 30 years in the making – an ambition it recognises will not be achieved overnight.
A report released yesterday recognises food industry moves to reformulate and to improve nutritional labelling, saying: “Front-of-pack nutrition labelling is now widespread and we are seeing increasing numbers of manufacturers reducing levels of salt, saturated fat and added sugar in food.”
However it has decided to include the goal of energy balance in the Healthy Food Code going forward as an additional priority, and will be working to help consumers understand their calorie needs.
The reason given is that emerging research indicates that absolute energy content is critical in preventing and treating obesity – not individual macronutrients. It cites an (unreferenced) trial that indicated adults on a reduced calorie diet achieved clinically meaningful weight-loss over a two year period, no matter what macronutrient was emphasised.
Government and industry are already working together over reformulation targets. This will continue. In terms of communication, the department will be seeking some inspiration from overseas.
For instance, it notes The Netherlands Nutrition Centre has a ‘Balance Day’ concept; and in Queensland, Australia, the local government runs an initiative called ‘Eat well, be active.
Julian Hunt, communications director of the Food and Drink Federation, which represents the UK industry, said: “…Calorie per portion information has been shown to be particularly useful for consumers. We would agree with Government that universal calorie labelling is a natural starting point in the debate about how we improve the food literacy of consumers. Calorie per portion information is a core element of the GDA labelling system, but is not recommended for use in the so-called traffic light scheme.”
Eighteen major catering chains are also set to provide calorie information on their menus for the first time. The so-called “trailblazers” include Burger King, Pret a Manger, Pizza Hut and KFC.
Promotions
The department nods to evidence from Ofcom, the communications regulator, that children’s exposure to adverting for foods that are high in salt, fat and sugar has reduced by 34 per cent since 2005.
In 2009, it is looking to step up the efforts with a set of voluntary principles for marketing and promoting foods and drinks to children. These principals are said to complement existing broadcast and non-broadcast controls, to make for a consistent and comprehensive approach across all marketing.
The principles are expected to call for complete transparency of company policies in relation to the promotion and marketing of food to children, and to restrict exposure of marketing of unhealthy foods to children by tactics such as positioning sweets at children’s eye level.
Conversely, the principles will look to increase marketing exposure of healthy foods to children.
