Background Unilever undertook a Foresight initiative in 2000 to decide future

direction

Three main thrusts were highlighted : enjoyment; vitality and quality/convenience

Unilever chose Vitality as consumer showed key interest health. Other thrusts could also be included under Vitality.

In 2002 Unilever set up an Obesity task force to make recommendations to the business.

Obesity grabs the headlines

Vitality is about: Making the healthy choice the easy choice

Providing solutions for everyday life

Education – starting internally

Reviewing our own portfolio so that Unilever can be credible in the external debate.

Providing clear information about our products

Dilemma No 1 Health variant or product reformulation?

Dilemma No 2 We didn’t know what was in our products!

Nutrition Enhancement Programme There were limited schemes available

Scheme needed to be global and scientifically based

Found that schemes were not easy to develop and required much testing

Had option to develop benchmarks for each category or a generic set with some exceptions.

Dilemma No 3 We had the theory but how do we put this into practice?

Progress on NutritionEnhancement Programme

In 2005 and 2006, we eliminated 30,000 tons of trans-fats,

7,000 tons of saturated fats, 37,000 tons of fat

3,000 tons of sodium and17,500 tons of sugars from our

portfolio

Dilemma No 4 If/how to apply to consumer communication ?

Proliferation of health logos….

Pick the tickAustralia/New

Zealand

KeyholesystemSweden

PepsiCoUnited States

of America

Albert Heijn The

Netherlands

Healthier Choice

Singapore GDA McDonald’s

… is confusing consumers

Multiple Traffic Light United Kingdom

Sensible Solution Kraft

Sainsbury Traffic Light United Kingdom

Health RobotSouth Africa

GDA Tesco

Front-of-pack labelling International health and consumer organisations are in favour

of clear and simple nutrition information.

Quantitative consumer research indicates that: Consumers value nutrition front-of-pack (FOP) labelling

information FOP logos affect perception and usage intention

positively A single FOP logo could work across countries

The Choices qualifying criteriaOriginal criteria

Peer reviewed method [Eur J Clin Nutr 2007; 61:461-71]Based on set of 20 (inter-)national dietary guidelines

Scientific CommitteeThe Netherlands

(6 members)

Thoroughreview

Scientific CommitteeBelgium

(6 members)

Choices independent criteria

Choices in action “Ik Kies Bewust” The Netherlands

First country with Choices implemented Joint industry initiative Participation by retail, trade and catering Endorsement by government, consumer

organisations and key opinion formers Within 1 year:

65 manufacturers, retailers and catering organisations member

around 1500 products, from 81 different brands, allowed to carry the stamp

Communication materials

The Choices Programme

Simple, Science-based & International

Worldwide programme Involving all stakeholders

Initiated by food industry Supported by nutritional scientists,

governments, NGOs Adopted by retail and food service

A single front-of-pack stamp Independent qualifying criteria Stamp supported by harmonised

communication Open initiative: multinational & SME

International governance structure

International

Scientific

Committee

Choices International

Board

National BoardChoicesThe Netherlands

National BoardChoicesBelgium

National BoardChoicesPoland*

National BoardChoices…

* Currently being set up

Dynamic criteria Evaluation every 2 years to keep aligned with latest scientific insights Move qualifying criteria even more towards dietary recommendations Monitoring effects on consumer and producer behaviour Transition period for implementation Sharing expertise and experience among partners and with relevant

(N)GOs and scientists

International Scientific CommitteeChairman: Prof. Jaap Seidell

10 Eminent food & nutrition scientists from all regions

Choices drives results

8,6 6,8 8,8

55,7

67,570,0

65,9

72,8 72,9 73,1 74,8 74,9 75,8

3,23 3,23 3,04

5,10

6,44 6,84 6,557,21 7,25 7,47 7,65 7,71 7,86

P7 06 P8 06 P9 06 P10 06 P11 06 P12 06 P13 06 P1 07 P2 07 P3 07 P4 07 P5 07 P6 07

% Kopers Euro's per koper

June vs Jan.13% spending increase!

% of people buying Choices products

Euros spent per buyer

Marketing and Advertising to Children

Marketing Principles Food and beverage advertisements should not encourage or

condone excess consumption and portion sizes.

In advertisements representing meals, the foods portrayed should be shown in the context of balanced diet.

Food and beverage advertisements should not undermine the promotion of healthy, balanced diets and active lifestyle.

Food product advertisements should not undermine the role of parents and other appropriate adult role models in providing valuable dietary guidance.

These have recently been revised with a commitment not to directly market children under 6.

Also committed only market those foods that meet our nutrition enhancement programme between 6 to 12.

Dilemma No 5

Collaboration when FOP labelling policy debate rages on?

Healthy Food Code of PracticeNutrient Profile

FoPNutritionLabelling

NutritionClaims

Advertising To Children

Reformulation

2 Different FSA Nutrient Profiles- one of which is under review- Limited food categories

Not currently covered by Nutrient Profiles,but rules and targets in place

This results in :- Inconsistency in overall policy approach (looks dis- jointed)- A debate focussed on contentious issues and not overall benefits- Low levels in trust and poor levels of consensus- Minimal input of industry expertise- A complex range of targets/assessments for industry to deal with

Current Situation

Conclusion Food industry like Unilever has a role to play in engaging with society

at all levels to improve diet and public health.

We can provide clear nutrition information and education about our products.

We can improve the nutrition composition for many of our products as well as innovating new products.

We can engage people at work.

But we need a constructive and co-operative framework in order to find correct solutions.

“Health is everyone’s business”Prof. Geoffrey Rose

Thank you

www.unilever.com