Reformulating discretionary food for better public health outcomes

Marrying food intake styles and consumer desires with healthy food options is not always simple. Consumers are eating more discretionary food and snacking more. According to market research company The NPD Group, more than half the US population is snacking two or three times a day.

The same report asserts that dinner is now the only meal considered by consumers to be ‘complete’. Yet even here behaviours are changing. In 1985, the average American dinner consisted of 5.3 food and beverage items; now, this number is down to 4.1.

According to NPD food and beverage industry analyst Darren Seifer, “Food manufacturers and retailers will need to align their business strategies with the appropriate consumer behaviours in order to capitalise on consumers’ penchant for snacking.”

However, as manufacturers ‘capitalise on snacking’ they must also meet some social responsibilities and public health programs. In the UK, food manufacturers have been systematically reformulating their products to improve public health outcomes. To date, over 80 food categories have been reformulated, resulting in a reduction of 1.4 g of sodium per person per day.

The effects of such reformulations are cumulative and they will ultimately result in reducing healthcare costs on the public purse as their preventative health benefits accrue.

The Australian Government’s Food and Health Dialogue is also working with industry to make healthier food choices easier and more accessible for all Australians. Modelling of work done to date by the Dialogue of reformulation in its first four food categories indicates that approximately 2200 tonnes of salt can be removed from the food supply every year.

Recognising that discretionary foods form a large part of Australians’, and particularly children’s, diets, the Dialogue has endorsed a Quick Service Restaurant (QSR) engagement strategy.

McDonald’s Australia, Hungry Jack’s, Yum! Restaurants International (KFC and Pizza Hut), QSR Holdings (Red Rooster, Oporto, Chicken Treat) and Subway are all participating in the Food and Health Dialogue.

Most of these companies are already reformulating their products to improve nutritional quality, and the Dialogue aims are to build on, rather than replicate, these efforts.

Other sectors involved in industry roundtables aimed at reformulating their products include:

• Bread - Between May 2011 to May 2012, 27 bread products were reformulated, with an average total sodium reduction of approximately 11%. Of the 33 new products that were launched since May 2011, 26 have a sodium content of ≤400 mg/100 g. Since 2010, a total of 67 bread products have been reformulated.
• Breakfast cereal - Of the 28 cereals identified for reformulation, 22 have had their sodium content reduced by an average of 25%. Of the 17 new products that were launched between May 2011 and May 2012, 14 have a sodium content of ≤400 mg/100 g. Since 2010, a total of 40 breakfast cereals have been reformulated.
• Processed meat - Participants have been conducting research on how best to reduce sodium without impacting shelf life. So far, four processed meat products have had their sodium reduced by an average of 28.5% and one company reduced the saturated fat content of four of its cocktail frankfurt products by 38.3%. Five new products were launched during the period, all of which are below the Dialogue’s reformulation targets for sodium and saturated fat.
• Savoury pie - Committed to reduce the sodium content of approximately 58 products by March 2014.
• Cheese - Dairy Australia is working in this area.
• Simmer sauce and soups - Participants are due to report back to the Dialogue late December 2012 and February 2013.
• Processed poultry - Delayed due to the sale of one of Australia’s major manufacturers.

The next categories to be engaged under the Dialogue are potato and corn chips, and savoury crackers.