Brands commit to latest Responsibility Deal pledges
The government is gearing up for the next phase of its 'Responsibility Deal' programme, partnering brands to encourage consumers to eat fruit and vegetables and discourage retailers from displaying confectionery at checkouts.
The scheme, launched in 2010, has already signed up Kellogg, PepsiCo, Unilever and McDonald's as partners. Pledges include commitments to reduce salt, eliminate trans fats, display calorie information on menu boards and cut calories across product ranges.
A sixth 'food network' pledge is due to be unveiled by the Department of Health this week. Participating retail, food and manufacturing partners will make a promise to improve the accessibility of fruit and vegetables to UK consumers.
Brands were said to have been concerned that they could not make meaningful commitments to help increase the consumption of fruit and vegetables. As of last month, just two companies had agreed to sign up, but it is understood that about 15 will be unveiled tomorrow (Thursday).
One of the first is expected to be Subway, which will further extend its marketing focus on healthy eating with a £1m push to raise awareness that consumers can get one of their five-a-day by eating its products.
The pledge will be the first to be announced since Jeremy Hunt was appointed as Health Secretary in September. It comes amid industry concerns about his commitment to the initiative, pioneered by his predecessor Andrew Lansley.
The display of confectionery at tills is shaping up to be the next big battleground between food lobby groups and brands.
Last month, Marketing revealed that Family and Parenting Institute chief executive Dr Katherine Rake would be providing evidence, as part of a 'stock take' of the Bailey review into the commercialisation and sexualisation of childhood, that brands had made scant progress on 'pester power' problems such as the positioning of sweets in stores.Follow @alex_brownsell
This article was first published on marketingmagazine.co.uk
- Bailey Review to praise brands' steps to shield children
- Think BR: How Food Network UK went from new kid to number one
- Department of Health makes calorie reduction call to food industry
- The 'responsibility deal' may usher in a new era of 'healthwash'
- Brands commit to public health responsibility pledges
- Government looks to brands to fund £250m health scheme
- Group Account Director - digital - financial brand - LONDON - £75k + bens Barker Graves Up to £75k + bens, Central London
- Account Manager - various accounts - up to £30k + bens Barker Graves Up to £30k plus bens, Central London
- SAE/Junior Account Manager Barker Graves £25-£26k, London
- Account Manager - Entertainment - South Bank - £30k + bens Barker Graves £30k + bens, Central London
- Digital Account Manager - website updates - up to £30k + bens Barker Graves Up to £30k plus bens, Central London
- Blippar connects disjointed families, says MEC executive
- Nature Valley awards integrated business to start-up
- LMFM challenges bakers to be Brave on World Baking Day
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Samsung strikes placement deal with The Wanted
- Jaguar readies global campaign for F-Type launch
What we can all learn from how Daft Punk won the web