Masterfoods to Adopt GDA Labelling Strategy

05/01/07 In a move that it says underlines its commitment to health and nutrition, MASTERFOODS Western and Central Europe (Mars, Inc.) has announced that it will commit to additional on-pack labelling designed to give consumers across Europe helpful, meaningful and consistent nutritional information.

MASTERFOODS will voluntarily commit to displaying the number of calories (energy) per serving on the front of packaging of their branded products, along with the percentage which these calories represent as aproportion of the total recommended daily calorie consumption (GuidelineDaily Amount - or GDA). Research has shown that the majority of consumers want information at a glance about the calorie and energy content of their food and drinks, in order to help them balance their energy intake and usage.

In addition, MASTERFOODS will extend the nutritional labeling on the reverse of the packaging through the inclusion of:

• On-pack information on 8 nutrients (energy, protein, carbohydrates, sugars, fat, saturated fat, fibre and sodium/salt) where space allows. Where this is not the case, there will be information on 4 nutrients (energy, carbohydrates, fat and protein), or consumers will be directed to alternative sources of information (e.g. websites, leaflets, help-lines, etc.);

• Nutritional information on these nutrients per portion or per serving in addition to nutritional information per 100g or 100ml;

• GDAs for adults in respect of energy and the four nutrientsof apparent public health concern (fat, saturated fat, sugars, sodium).

The inclusion of GDAs will provide consumers with a science-based, non-discriminatory and easy-to-use system. This will facilitate informed dietary choices, especially for those who shop in a hurry.

"This initiative is an expression of MASTERFOODS' commitment to giving consumers information which is meaningful and enables them to make informed and balanced purchasing decisions", said Pierre Laubies, CEO MASTERFOODS Western Europe. "Nutritional information can be difficult to understand and we believe that this new approach will genuinely be effective in communicating complex messages in a user-friendly way."

MASTERFOODS' initiative endorses the industry-wide scheme which was recommended by the European Food and Drink Industry Association (CIAA) to the EU Platform for Action on Diet, Physical Activity and Health, and which is being implemented by a number of leading food and drinks companies.

In the late nineties, MASTERFOODS began a process whereby trans-fatty acids would be reduced by 90% to below 0.5g / portion in all Food and Snackfood products. This target was achieved several years ago. Since 2004,MASTERFOODS has informed consumers about the 8 major nutrients (or 4 where space has not allowed), by amount per portion and per 100g/ 100ml. More recently, MASTERFOODS has taken major steps in the reformulation of its products, such as reducing levels of salt in all Dolmio and Uncle Ben's sauces and soups and encouraging reduced portion sizes through the introduction of sharable and bite-size products. Other initiatives include voluntary internal codes of practice, which address the responsible marketing and advertising of foods, and programmes which promote exercise and sport and encourage people to lead more active, healthier lives. MASTERFOODS has also pioneered a well-respected vending programme called 'Smart Choice', which is leading its entire vending business throughout Europe.

MASTERFOODS plans to start implementing its nutritional information initiative in 2007 and will roll it out over the next three years. MASTERFOODS hopes that the move will encourage other companies across Europe to adopt the initiative and promotes consistent nutritional labeling and information for consumers across the industry.