The GI Symbol Program

Transcription

1 The GI Symbol Program making healthy choices easy choices Healthy Ageing APAC Summit Singapore June 12 th GI Ltd - & University of Sydney Australia other countries. All rights reserved

2 Agenda Glycemic Index Foundation What is GI? The GI Symbol Program & Labelling

3 Glycemic Index Foundation A not-for-profit health promotion charity established in 2001 by University of Sydney, Diabetes Australia (NSW ACT) World leader in putting GI research into practice Mission to assist food suppliers in providing, and consumers in selecting, nutritionally healthy foods using the Glycemic Index Committed to an improvement in public health by raising the awareness and understanding of the health benefits of low GI diets from a holistic and chronic disease perspective All funds raised invested in community awareness and new research 3

4 What is the Glycemic Index? The Glycemic Index or GI is a measure of the effect of a carbohydrate food on blood glucose levels in healthy people over a two hour period GI is expressed on a scale of 1-100, with glucose having a GI value of 100 Carbohydrates with a low GI (55 or less) are digested and released slowly. They raise blood glucose levels and insulin levels more gradually and provide sustained energy Carbohydrates with a high GI (70 and above) break down quickly during digestion and cause blood glucose levels to rise higher for longer

5 High GI v Low GI

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7 Backed by over 40 years of scientific evidence A healthy low GI diet has proven benefits for groups across the whole community and across life stages Reduced disease risk Improved health & wellbeing Type 2 diabetes and gestational diabetes Diabetes management Cardiovascular disease Obesity Certain cancers: breast and bowel Weight loss & management Sustained energy Exercise endurance Keeps you fuller for longer Improve cholesterol levels Improve pregnancy outcomes

8 Glycemic Index incorporated into global diabetes guidelines Diabetes organisations around the globe have incorporated GI into their healthy eating guidelines for the prevention and management of diabetes A number of supporting organisations help promote GI to their communities How can we make it easy to put the science of GI into practice?

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10 Pre-diabetes and Type 2 Diabetes can be prevented The primary goal of PREVIEW is to identify the most efficient lifestyle pattern for the prevention of type 2 diabetes in a population pre-diabetic overweight or obese individuals. The hypothesis is that a higher protein low GI diet will be more effective than the conventional healthy diet and that shorter periods of more intense exercise will be better than longer times of less intense exercise Results due at the end of GIF currently in negotiation to commercialise their partnership and the studies findings. A Low GI diet has been scientifically proven to help lower/manage weight Cochrane Report 2007 more people lost weight on Low GI diet than others DiOGenes study 2010 determined that a moderately high protein* low GI diet was the best for longerterm weight management

11 Glycemic Index Symbol and labelling Australian experience 2017 Glycemic Index Foundation- & University of Sydney Australia other countries. All rights reserved

12 Australia pioneered GI -Professor Jennie Brand-Miller Scientific Proof 1980 s Communicating the Message Swap It don t Stop It The GI Foundation President The Revolution Setting the Standard The GI Symbol For Purpose

13 The GI Symbol Program A public health initiative based on over 35 years of scientific research Social Media Public Relations Healthcare Professionals / Key Influencer Strategy 1 Raise awareness & understanding of GI 2 Global collaborative research Invest in research 3 Help consumers choose healthy Low GI products Symbol program to identify products Local market research Develop new Low GI products 13

14 The GI Symbol Program Products must be tested by approved laboratory using the International Standard (ISO 26642:2010) procedure. Products must contain 10g of Carbohydrate, or 80% carbohydrate AND be traditionally served in multiple units of small serve sizes Products must meet strict nutrition criteria: Energy Total carbohydrate Total Fat & Sat Fat Sodium Dietary Fibre & Calcium

15 Example nutrient criteria Breakfast cereals Carbohydrate: 45 g per serve, or less Fat: 10 g/100g, provided that saturated fat is 3.3 g/100 g (or up to 15g/100g if the source of saturated fat is grains, seeds or nuts). Dietary fibre: 3 g/100 g or more Sodium: 400 mg /100 g or less

16 Food Labelling & GI Food Standards Australia New Zealand (FSANZ) introduced in 2011 allows food products to show the numeric value of the GI or GL, provided the number has been determined by a recognised scientific method. Foods may be labelled as low-gi if the numerical value of the GI of the food is 55 or below. Glycaemic Index (a) the food meets the NPSC 1, unless the food is a food standardised by Part 2.9 of the [Food Standards]Code; and (b) the claim or the nutrition information panel under Standard includes the numerical value of the glycaemic index of the food. Low The numerical value of the glycaemic index of the food is 55 or below. Medium The numerical value of the glycaemic index of the food is at least 56 and not exceeding 69. High The numerical value of the glycaemic index of the food is 70 or above.

17 GI Symbol supports Government Front of Pack Labelling

18 Health Claims breakthrough clutter

19 Supporting On Pack Health Benefit Claims (Std GLHC) Self-Substantiated Health Claims Compiled evidence to support on-pack health claims for GI & Sustained Energy GI & Satiety GI & Endurance Sustained Energy: (examples) Low GI for longer lasting energy Low GI for sustained energy Physical Performance: (examples) Low GI (insert food) to fuel active bodies Low GI (insert food) to help outlast the morning Low GI foods provide energy to help you perform at your best. Low GI to keep you going Steady Energy Appetite Regulation / Satiety (examples) Helps you stay fuller for longer Low GI helps keep you satisfied Helps you feel satisfied 19

20 Gl Health Benefit Claims High consumer awareness of Low GI supports permissible and better energy Substantiated health claim fuller for longer Substantiated health claim sustained energy GI Symbol authority and trust 20

21 A range of iconic brands across most carbohydrate-containing food categories 21

22 Look for products with the GI Symbol

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24 Consumer engagement Website gisymbol.com 120,000 users & 200,000 page views per month. GI News monthly consumer e- newsletter, reach over 95,000 subscribers with 24% open rate. Follow us on Twitter: Healthcare Professionals & interested consumers over 2,500 Facebook: Over 25,000 and growing, consumer platform, high engagement rate. 24

25 Social media toolkit We developed an information toolkit to spread our messages through key channels our own, our partners and key influencers A positive response from key opinion leaders which resulted in a number of healthcare professionals sharing with their audience and clients 25

26 Direct to Consumers & Healthcare Professionals Healthcare Professional brochures Direct distribution every year of 35,000 of our Make Healthy Choices Easier flier calling consumers to action, and highlighting our program partners and products Consumer brochures Low GI Diet series: over 3 million published worldwide 26

27 Australian consumers response

28 Awareness of GI & the GI Symbol Awareness of Glycemic Index GI in 2001 was <28% Awareness of the Glycemic Index (GI) has been above 75% since 2005 with interest in GI still high Over 84% of Australians have an interest in finding out more about how GI of foods can improve their overall health. Higher amongst people with Type 2 Diabetes (T2D) Highest awareness of GI Symbol amongst: People with Type 2 diabetes (43%) Females year age group, young families Lonergan Research 2016: Random Sample of Main Grocery Buyers 18+ years; 1235 respondents (Type 2 Diabetes n=273) 28

29 Symbols cut through the on pack clutter Once consumers learn more about low GI and the GI Symbol over 65% are likely to look out for it when shopping. They are more likely to use the logo when they know GI Symbol products satisfy nutritional criteria and have been tested by an accredited laboratory. Consumers are more likely to choose GI Symbol products if linked to a health benefit. Providing longer lasting energy, keeping fuller for longer and overall health are the main benefits associated with low GI and the GI Symbol. Lonergan Research:2016 Random Sample of Main Grocery Buyers 18+ years; 1235 respondents (Type 2 Diabetes n=273) 29

30 National nutrition surveys Australian Bureau of Statistics 1995 and 2011/12 n ~14,000, 1 x 24 h recall 61% response rate n = ~12,000, 1 x 24 h recall 77% response rate

31 Changes in dietary GI and GL in Australian adults /2 1 Dietary GI and GL decreased by 5% and 12% respectively (p < 0.001) 1 Year(s) GI GL / The decrease was primarily due to a reduction in 1,2 : added sugars (primarily sucrose in Australia), honey and syrups, sweetened beverages, juices and potatoes. And an increase in 1,2 : wholegrain cereals cereal-based dishes beans, peas and pulses. 1. Kusandi et al. AJCN, 2017; 2. Ridoutt et al. Foods, 2016

32 Food Group Glycemic load from Australian foods: /2 1 Flours, cereal grains and starches Bread and bread rolls (plain) Cereal based dishes Pastas Fancy breads Potatoes Sweetened beverages Breakfast cereals (ready to eat) Cake-type dessert Batter-based product Pastries Other alcoholic beverages %GL 1. Kusandi et al. AJCN, 2017

33 Australian Case Studies

34 Case Study: Carisma Potatoes GI = 55; average potato GI = 77 20% less carbohydrate 100% natural Variety, growing conditions and preparation Boiled, mashed and fried (low fat) Can be added to foods as an ingredient Sales have grown 20% year on year since launch (Nov 2010) in a declining Australian potato market

35 Translating to international markets

36 Translating to international markets 36

37 GI Symbol Global Registration Australia New Zealand USA Canada EU Singapore Malaysia Japan India Taiwan (pending) China (pending) 37

38 Consumer awareness of Glycemic Index 28% The GI Foundation established The GI Symbol launched Consumer Awareness of GI Symbol 72% 2007 GI included in the Australian Standards Consumer awareness of Glycemic Index 82% GI labelling gazetted in the Foods Standards Code Consumer awareness of Glycemic Index 77% 2018 Consumer awareness of Glycemic Index 76% International Collaborations and Global GI Symbol Registration

39 Take home messages We need a global food and nutrition strategy to address the diabesity pandemic Decreasing the average dietary glycemic index and glycemic load can be part of that strategy It is possible to identify and promote healthy low GI foods to the general population The GI Foundation and its GI Symbol has worked down under, and it s ready to be rolled out globally

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