Calorie reduction programme and OOH leadership

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1 Calorie reduction programme and OOH leadership Samantha Montel Team Leader, Out of Home Public Health England June 2018

2 2 Calorie Reduction Summit Obesity affects us all

3 HM Government Childhood Obesity A Plan for Action Published August 2016 PHE-led reduction and reformulation deliverables include: Taking out 20% of sugar in products Achieving 2017 salt targets Reducing calories in a wider range of products contributing to children s intakes Government have confirmed a refresh to the COP will be published Food Matters Live 3 Calorie Reduction Summit

4 Why we need OOH involvement 4 Calorie Reduction Summit

5 Sugar reduction headline results Reductions in sugar levels in 5 out of the 8 food categories where progress measured. 2% reduction in total sugar per 100g for retailers own brand and manufacturer branded products Reductions in the calorie content of products likely to be consumed in a single occasion in 4 out of the 6 categories 2% reduction in calories in products likely to be consumed in a single occasion for retailers own brand and manufacturer branded products For out of home, the average sugar content is generally the same and calories in products to be consumed in a single occasion are substantially larger. Due to data limitations, it has not been possible to report on progress by the out of home sector in the same way as for retailers and manufacturers. It is recognised that reformulated products take time to appear in cafes, restaurants, stores and in shopping baskets and that there are limitations in the data used to make the assessment. A clearer indication of progress across the whole industry will be available in Calorie Reduction Summit

6 Calories per portion Sales weighted average calories per portion for manufacturers and retailers compared to the out of home sector Biscuits Ice cream Puddings Yogurts Cakes Morning goods All categories* Manufacturers & retailers Out of home For manufacturers and retailers this excludes cakes, morning goods and breakfast cereals but includes confectionery. For out of home, cakes, morning goods and breakfast cereals are included but confectionery is excluded. 6 Calorie Reduction Summit

7 Sugar reduction: juice and milk based drinks Ambition to be achieved by mid 2021 Juice Based Drinks Reduce sugar by 5% (simple average for mono-juices) Calorie (kcal) guidelines for products likely to be consumed in a single occasion by mid kcal Milk Based Drinks Reduce sugars by 20% (Interim ambition of 10% by mid 2019). The ambition will also apply to drinks in scope made with milk substitutes. 300kcal These reductions can be achieved through the following mechanisms: reducing the levels of sugar present in products reduce portion size of products likely to be consumed in a single occasion shifting consumer purchasing towards lower sugar products 7 Calorie Reduction Summit

8 Overconsumption of calories On average, compared with those with healthy body weights, overweight and obese children consume between 140 and 500 excess calories per day for boys and 160 and 290 excess calories per day for girls, depending on their age Gender Age Overweight or obese: excess calorie intake Boys 4 to to to Girls 4 to to to Calorie Reduction Summit

9 Calorie reduction: the scope and ambition for action Published in March 2018 The calorie reduction programme will account for an additional 19% of children s calorie intakes. Together with the sugar reduction programme and the soft drinks industry levy, this will broadly account for 50% of children s overall calorie intakes Industry s progress will be measured using a similar approach to sugar reduction 9 Calorie Reduction Summit

10 Calorie reduction ambition 20% reduction in calories by 2024, for foods where there is scope for substantial reformulation and / or portion size reduction Savoury biscuits and crackers Bread with additions (e.g. ciabatta with olives) Cooking sauces, table sauces and dressings Crisps and savoury snacks Egg products Potato products (e.g. chips, prepared mash, etc.) Meat products and processed meats, poultry, fish, meat alternatives, etc. (e.g. pies, pastries, sausages, burgers, etc.) Pasta, rice and noodles, including flavoured and filled varieties Ready meals and meal centres, including takeaways Dips and composite salads (e.g. hummus, coleslaw) Pizza 10 Calorie Reduction Summit

11 Calorie reduction economic and other benefits Based on achieving the ambition within 5 years, and outcomes spread over a 25 year period, the calorie reduction programme would: prevent 35,370 premature deaths save the NHS 4.5 billion in healthcare costs Sugar reduction save social care costs of around 4.48 billion 12 Calorie Reduction Summit

12 Adult Nutrition Campaign Overview Around a quarter of our calorie intake comes from eating out. Major high street food retailers join Public Health England to support adults in making healthier choices. Our One You campaign launched in March looks to help adults manage the calorie creep that sees two thirds of middle-aged adults in England overweight or obese. The campaign provided adults with a simple tip to help them make healthier choices while out and about: Aim for That s around 400 calories for breakfast, 600 for lunch and 600 for dinner, plus a couple of healthier snacks and drinks in-between. It s all part of a healthy balanced diet of 2000 calories for women and 2500 calories for men each day. The campaign aims to help people be more calorie aware, whether picking up breakfast on the way to work, having lunch at their desks or eating out. 12 Calorie Reduction Summit

13 Food industry and NGO s engagement May / June individual meetings (manufacturers, retailers trade bodies, NGOs) Sept 16 PHE stakeholder briefing - sugar reduction (~100 businesses across all food industry sectors, trade bodies, NGOs) Nov-Dec 16 PHE category specific meetings (manufacturers, retailers, OOH sector, NGOs, other key government departments and the devolved administrations) Dec 16 Mar 17 Individual meetings with a wide range of businesses to discuss proposals Feb 17 OOH sector meeting to discuss data/ metrics May-Sept 17 PHE Phase 1 (existing network) engagement with OOH businesses Jan April 18 PHE Phase 2 OOH scoping July Sept 18 PHE Phase 2 OOH engagement *An additional exercise on stakeholder mapping took place during March-April Calorie Reduction Summit

14 What could OOH leadership look like? Meet PHE guidance on sugar and salt reduction ambitions Commit to the calorie reduction programme Support PHE data requests Calorie labelling to be consistent, visible, clear Reformulate the healthier option as the default Trade bodies galvanising members 14 Calorie Reduction Summit

15 Challenges for OOH Pre and post Brexit issues Changing consumer demands Value for money Market saturation Competition 15 Calorie Reduction Summit

16 Next steps PHE will discuss and engage extensively with stakeholders on all these areas: The next phase of engagement with specific parts of the out of home sector will now begin to move forward to help participation in the reformulation programmes Working towards setting guidelines for the foods included in the calorie reduction programme with the aim of publishing these in mid This will include extensive engagement with all sectors of industry and health groups Progress towards the 2017 salt targets will be assessed and published by the end of This will be followed by consideration of the next stage for the salt reduction programme The wider reformulation programme will begin to consider product ranges targeted explicitly at babies and young children 16 Calorie Reduction Summit

17 Samantha Montel Team leader, OOH Public Health England June 2018