Hvordan påvirke matvaretilbudet?
Knut-Inge Klepp
divisjonsdirektør
Food reformulation
Definition:
• reformulating existing, processed foods to remove (e.g. trans
fatty acids), reduce (e.g. sugars, saturated fat, salt, energy) or
maintain/increase (e.g. fibre) certain food components while
maintaining characteristics such as flavour, texture and
shelflife (adapted from van Raaij et al. 2008)
• Reformulation of foods is considered one of the key options to
achieve population nutrient goals, and as such is also an
important measure in order to prevent obesity
WHO Commission for Ending Childhood
Obesity (ECHO)
• Initiatives by industry to reduce fat, sugar
and salt content, and portion sizes of
processed foods, and to increase the
production of innovative, healthy and
nutritious choices, could accelerate health
gains worldwide
• The Commission believes that real progress
can be made by constructive, transparent
engagement with the private sector, and
encouraging policies that support the
production of, and facilitate access to, foods
and non-alcoholic beverages that contribute
to a healthy diet….
Front-of-pack nutrition label: Choices
• Product reformulation: Choices products: the results indicate a
significant reduction in sodium, sugar and saturated fat. Dietary
fiber was significantly increased
• “The results indicate that the Choices logo has motivated food
manufacturers to reformulate existing products and develop new
products with a healthier product composition, especially where
sodium and dietary fiber are concerned» (Vyth et al. 2010)
• Potential impact: The replacement of regular products with
products bearing the Dutch Choices logo resulted in a 15% decrease
in energy intake, a 63% decrease in trans fatty acids, a 40% decrease
in saturated fatty acids, a 36% decrease in sugar and a 23% decrease
in sodium. Furthermore, increases in the intake of fibre (28%),
calcium (17%), iron (13%) and folic acid (5%) were predicted.
• «These results demonstrate the potential positive impact of the
Choices Programme on nutrient intakes in the Dutch population»
(Roodenburg et. al. 2009)
Sunnere produkter (reformulering av mat)–
mulige effekter
Matmerking
Ernæringsprofiler
Skatter &
avgifter
Lovgivning
forskrifter/
forbud
Frivillig
endring/
partnerskap
Mat
reformulering
Omfang
Tiltak
|
Endring i
matvaretilbudet
Innkjøp og
forbruk
Virkning/effekt
Helseeffekter
Erfaringer fra 3 tiltak i Norge
• Nøkkelhullet
• Ernæringsprofiler for å redusere
markedsføring av usunn mat og
drikke til barn
• Offentlig – privat samarbeid for å
fremme sunne kostvaner
The Nordic keyhole
- makes Healthy Choices Easy
• Based on Nordic Nutrition Recommendations
• Launched June, 2009
• Compared to other foods of the same type,
products with the keyhole comply with
one or more of the following requirements:




Less and healthier fat
Less sugar
Less salt
More dietary fibre and wholegrain
• An important tool for developing new and
healthier products
• Revised regulation as of March 1, 2015
Products that can carry the
Keyhole label
• Packed foods eligible to carry the Keyhole label
• Without packaging: Fish and seafood, fruits,
vegetables and potatoes
• Products labeled with the Keyhole must be
accompanied by nutritional facts
Number of available Keyhole labeled products
and number of sold food units at grocery
stores 2009-2014 (The Nielsen Company)
9000
805 mill sold units
8000
7000
Antall produkter
6000
Solgte enheter i 100
000
5000
4000
3000
2000
1978 products
1000
0
2009 2010 2011 2012 2013 2014
Sales (NOK 1000) of Keyhole products
in grocery stores 2011-2013 (Nielsen Company)
Keyhole products constituted 23 % of total
sales for diary products, fresh, frozen and
products with long shelflife in 2013
18 000 000
16 000 000
17 062 046
14 000 000
12 000 000
10 000 000
13 651 470
12 041 524
8 000 000
6 000 000
4 000 000
2 000 000
-
2011
2012
2013
Accountability – Supervision
What:
• Compliance with regulations for the content of fat,
sugar, salt and dietary fiber
• Presentation of key branded foods in the store,
advertisements and web sites
How:
• Extensive audit of importers, manufacturers,
retail and chain offices
• Product analysis
Result:
• Keyhole is largely correct
• Consumers can rely on the guidance they receive
when they choose buying keyhole-labeled foods
Consumer Awareness
Recognizes the Logo
Country
Dec 2011/Jan 2012
98%
98%
88%
Den potensielle effekten av å bytte ut
vanlige matvarer med Nøkkelhullsmerkede
produkter
• Effekten av å bytte ut ikke-nøkkelhullsmerkete
matvarer spist i kostholdsundersøkelsen
NORKOST 3 (2010-11) med nøkkelhullsmerkete
matvarer for kostens innhold av totalt fett,
mettet fett, kostfiber og energi
• Er effekten forskjellig i forhold til kjønn, alder
og utdanningsnivå
L. Frost Andersen
Results: Average change in percentage (n=1787)
Change (%)
Total fat (g/day)
-13%
Saturated fat
(g/day)
-26,5%
Fiber, (g/day)
19,3%
Energy (kJ/day)
-4,3%
Nofima.no
Results: Energy distribution (n=1787)
Proportion of energy from
(E%)
Change
(%)
Recommended
(E%)
Norkost3
Norkost3
Keyhole
N3Keyhole
- N3
Protein
17,7
18,9
1,2
10-20
Fat
34,3
31,2
-3,1
25-40
Saturated fat
13,1
10,1
-3,0
≤10
Carbohydrate
43,6
44,8
1,2
45-60
Fiber, g/day
24,3
29,0
19,3%
25-35 g
9
The Keyhole…
• Is an important tool for food reformulation across the
Nordic countries
• The governments sets the criteria and supervise its use
• The label is recognized and understood by the public,
independent of gender and educational level
• Modelling indicate that a shift from regular to Keyhole
products would lead to a substantial reduction in the
intake of saturated fat, but also in the intake of total
fat and energy and an increase in the intake of dietary
fiber
• Young men and men with lower educational level
would benefit the most
• The food industry is supportive of the Keyhole
• However, from the industry it is reported that it is hard
to meet the (new) criteria (particularly regarding salt
and quality of fat), that the regulations are
complicated, and that there is price pressure and low
profitability
Why address food marketing to children?
• Food marketing to children is widespread
and it works
– has a negative influence on food choices and
consumption patterns
– undermines messages about healthy eating
(e.g. in school)
• Protecting children’s health and wellbeing
– an ethical imperative
– a basic human right
• A cost-effective action to reduce NCDs
• Less marketing improves the food
environment for all children
– may reduce social inequality in diet
WHO publications on food marketing to children
2004-2013
2007
2009
2013
2007
2012
2006
2011
2004
2010
Developing a Norwegian nutrient profile model
A working group was established
December 2010 by the ministries of
Health and Care Services and of
Children and Equality
The working group included
members from:
• Ministry of Children and Equality
• Ministry of Health and Care
Services Directorate of Health
• Consumer Ombudsman
• Food Safety Authority
• Objective: Define unhealthy food and
beverages
• Application: restrictions on food
marketing to children
• Focus: Energy-dense and nutrientpoor foods
• Sources/high content of
fat/sugar/salt, foods considered
unhealthy; like sweet beverages,
chocolate, sweets, cakes, biscuits,
snacks, unhealthy fast food
• Include 8 food categories
Matbransjens Faglige Utvalg (MFU)
Forbud mot markedsføring overfor barn
• Markedsføring av produkter, som er omfattet
av produktlisten, skal ikke være særlig rettet
mot barn under 13 år. Med markedsføring
menes salgsfremmende tiltak.
– Følgende anses ikke som markedsføring:
– a) Selve produktet, inkludert emballasje
– b) Alminnelig oppstilling av produkter på
utsalgssted
– c) Sponsing som kun innebærer bruk av sponsors
navn, sponsors- eller et produkts varemerke,
herunder utdeling av vareprøver etter samtykke
fra foreldre eller andre ansvarlige
– Reklame som sendes etter kl. 21.00 på TV vil ikke
anses for å være markedsføring særlig rettet mot
barn.
MFU – Klageordning og offentliggjøring
Send inn klage
Dersom du mener at en
markedsføringsaktivitet strider mot
MFUs retningslinjer og veiledning
kan du klage inn aktiviteten til
MFU, Matbransjens Faglige
Utvalg. Det vil da opprettes en sak
på bakgrunn av de informasjoner
som er gitt. Klager vil være
anonym gjennom hele prosessen.
Den innklagede virksomhet vil ha
en svarsrett på klagen. Deretter vil
klagen behandles i Matbransjens
Faglig Utvalg. Vedtak vil bli
meddelt den som klager inn. I
tillegg vil vedtaket offentliggjøres
på nettsiden til MFU.
Ferrero Norway (Kinder sjokolade kampanje) og
McDonalds (Happy Meal & www.HappyStudio.com)
er blant selskapene som er felt av MFU siste året
http://www.mfu.as
WHO: European nutrient profile model
WHO Euro has, based on the Danish
and the Norwegian nutrient profiling
models, developed a European
nutrient profile model that was
launched in February 2015
Private sector response
April 13, 2015
Letter from Stephan Loerke,
World Federation of Advertisers
(WFA) on behalf of the EU Pledge
signatories to
the Director General, WHO Euro
and copy to the EU Commission’s
High Level group on Nutrition and
Physical Activity
…. «we are concerned that the
exclusion of entire categories
of products and very low
thresholds chosen by WHO
Europe mean that the nutrient
profile model WHO Europe
proposes not only discounts
the contribution of many
products to positive nutrition
and healthy diets but also
provides an intrinsic
disincentive to companies to
reformulate within certain
categories»
Helse- og omsorgsministerens
næringslivsgruppe på matområdet
• Mål: bli enige om tiltak som vil bidra til
at vi når WHOs mål om en 25 %
reduksjon i prematur dødelighet fra ikkesmittsomme sykdommer (NCD) innen
2025
• Medlemmer: inviterte næringslivsledere
(produsenter og butikkjedene)
Saker på gruppens 3 første møter:
1. 15 % reduksjon I saltinntaket innen
2018 (og 30 % innen 2025)
2. Matmerking
3. Mettet fett (fra dagens inntak på ca. 15
E% til det anbefalte maks 10 E%)
Konklusjoner
• Det er sterk støtte for og enighet om
behovet for å utvikle sunnere matprodukter
• Dette er et område hvor matvareindustrien
kan spille en positiv rolle og bidra til å
forebygge overvekt og fedme hos barn
• Ernæringsprofiler og matmerking
(Nøkkelhull) er viktige redskap for å
stimulere til sunn produktutvikling
• Matvareindustrien må holdes ansvarlig og
publikum må etterspørre de sunnere
produktene
• Sunnere produkter må kunne konkurrere på
pris for å unngå at det blir større sosial
ulikhet knyttet til kosthold
Takk for
oppmerksomheten!
Foto: Dreyer