Choice in savoury snacks – innovation, reformulation, portions and packs

EU Platform for Action on Diet, Physical Activity and Health

Sebastian Emig – Director General, ESA

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www.esa.org.uk

Brussels, 25/09/2014

Representing the European savoury snack industry – since 1961

• With over 200 members in over 40 countries ESA covers more than 80% of the European savoury snack and snack nut market

• Our members are

– Savoury snack manufacturers

– Industry suppliers (ingredients, equipment, services)

– International and national trade associations

Brussels, 25/09/2014

www.esa.org.uk

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Engaging a responsible industry in Europe

• The savoury snack industry has been committed to reformulation for a long time

• At EU level, ESA holds four commitments with the EU Platform with three core commitments and one accompanying commitment

Brussels, 25/09/2014

www.esa.org.uk

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Action no. 1513 CONSUMER INFORMATION

Action no. 1516 EXCHANGE OF BEST PRACTICE

ESA members commit to provide consumers with factual, science-based, objective and consistent

nutrition information.

ESA members commit to further develop products with an

improved nutritional composition, to implement a

single portion size rationale of 30g for snacks and nuts, to make

products available in different pack sizes.

ESA members commit to promote the ESA advertising pledge to change food and

beverage advertising on TV, print and internet ensuring responsible advertising to children under 12

in the EU.

ESA commits to enhance the exchange of best practice amongst its membership in all areas covered by the EU Platform which can be addressed by savoury snack manufacturers, in compliance with EU competition law.

Action no. 1514 DEVELOPMENT & CHOICE

Action no. 1515 ADVERTISING

Savoury snacks as part of a balanced diet

Brussels, 25/09/2014

www.esa.org.uk

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CONSUMED IN MODERATION SAVOURY SNACKS CAN BE PART OF A BALANCED DIET

• Made from staple raw materials such as vegetables (potato, carrot), fruit (tree nuts), grains (wheat, maize, rye and rice), starch, vegetable oils and flavourings

• Wide variety of choice, incl. potato crisps, baked snacks, pretzels, popcorn, fruit snacks, peanuts and other snack nuts

• Savoury snacks are a minor contributor to average intakes of energy, salt, fat and saturated in Europe (between 2-4% of overall intakes, depending on nutrient and country)

HEALTH BENEFITS OF NUT CONSUMPTION

• The health benefits of nut consumption are generally recognised and continuously being demonstrated by new research

• Nuts are an important source of vitamins, minerals, unsaturated fatty acids and fibre

• There are a number of authorised nutrition and health claims on nutrients in nuts

Successful reformulation efforts

NUTRITIONAL VALUE OF SAVOURY SNACKS IS CONTINUOUSLY BEING IMPROVED

• In 2012, one third (by tonnes) of all products marketed in Europe were reduced in salt compared to traditional mainstream products

• In 2012, two thirds (by tonnes) of all products marketed in Europe were reduced in saturated fat compared to traditional mainstream products

• In 2013, all surveyed ESA members marketed products with an improved nutritional composition – less (saturated) fat/salt, more positive nutrients

REFORMULATION REQUIRES SIGNIFICANT INVESTMENT AND TIME WITH NO GUARANTEED SUCCESS

Needs to be technologically feasible, maintain food safety, and meet consumers’ expectations

Brussels, 25/09/2014

www.esa.org.uk

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“ESA members – the European savoury snack industry – commit to further develop products with an improved nutritional composition ...” Action number 1514

Reasonable & adequate portions

HELP CONSUMERS CHOOSING ADEQUATE PACK & PORTION SIZES

• In 2013, all ESA members had implemented the ESA portion size rationale

• Manufacturers make products available in a variety of different pack sizes (ranging from smaller than 25g to 500g) for people to choose the adequate pack size for the specific eating occasion (and to avoid over-consumption)

• In the UK, 70% of packs are 25g or less

Brussels, 25/09/2014

www.esa.org.uk

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“ESA members – the European savoury snack industry – commit to ... implement a single portion size rationale of 30g for snacks and nuts, and to make products available in different pack sizes.” Action number 1514

ADEQUATE & REASONABLE PORTION SIZES: 30g...

• ...of savoury snacks are compatible with dietary recommendations for a treat between meals representing ca. 8% of total daily energy intake

• ...of nuts – a small hand full – provide the required amount of nutrients associated with various health benefits

ESA PORTION SIZE RATIONALE: ESA RECOMMENDS MANUFACTURERS...

• ...to consider all packs >50g for sharing

• ...to indicate the number of portions contained in a for-sharing bag

Reformulation of mainstream products makes the biggest impact

Case study 1 (ESA member Intersnack) – funny-frisch Chipsfrisch, funny-frisch Ofen Chips

Brussels, 25/09/2014

www.esa.org.uk

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Chipsfrisch:

• Use of 100% high-oleic sunflower oil for mainstream products since 2006

• Amount of saturated fat in total crisps product range reduced by 65% since 2006

• Currently available in 10 different flavours

Ofen Chips:

• Only 10% total fat (compared to around 34% in standard potato crisps)

• Baked (not fried) potato dough

• Launched in 2010

• Currently available in 3 different flavours

Reformulation of mainstream products makes the biggest impact

Brussels, 25/09/2014

www.esa.org.uk

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Crunchips and Crunchips light

• Use of 100% high-oleic sunflower oil for the whole Crunchips range since 2007

• Currently available in 13 different flavours, also one reformulated alternative with 30% less fat.

Naturals and Naturals light:

• Use of 100% high-oleic sunflower oil for new range of Naturals since 2006

• Reduction of saturated fat by 65 % in final product compared to before 2006

• Launch with smaller bag size of 110g compared with standard bag size in Germany of 200g

• Made from natural ingredients and gluten-free

• Launch of reformulated alternative to Naturals potato crisps with 30% less fat in 2008

• Currently available in 6 different flavours

Case study 2 (ESA member Lorenz) – Crunchips and Naturals

Innovation and new product launches create new market segments

Case study 1 (ESA member Kellogg) – Special K Cracker Crisps

• Significantly less fat than standard potato crisps

• Single-serve pack contains less than 100kcal

• Launched in 2012 in the UK, followed by Belgium, Germany, France, Italy, Austria, Portugal, Spain, Sweden, Switzerland and The Netherlands in 2013

Brussels, 25/09/2014

www.esa.org.uk

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• Made from tapioca, potato and wheat

• Not fried but ‘puffed’ through application of hot air and high pressure

• Sunflower oil (low in saturated fat) sprayed on surface to make light seasoning stick

Innovation and new product launches create new market segments

Case study 2 (ESA member PepsiCo) – Walkers Sunbites, Lay’s Oven Crispy Thins

Brussels, 25/09/2014

www.esa.org.uk

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Walkers Sunbites:

• Made with 67% wholegrain, providing fibre

• Contain 30% less fat than standard potato crisps

• Made with natural flavours only

Lay’s Oven Crispy Thins:

• New product launch in 2013

• Oven baked (not fried)

• Contain 40% less fat than standard potato crisps