EUROPEAN COMMISSION CONSULTATION: Labelling: competitiveness, consumer information and better regulation for the EU

Transcription

1 EUROPEAN COMMISSION CONSULTATION: Labelling: competitiveness, consumer information and better regulation for the EU A response from Formulated by Mads Ryder, European VP and Melanie Stubbing UK VP June 2006

2 1. Executive Summary 1.1. Weight Watchers is Europe s largest weight management organisation. Since 1967, the organisation has helped over 30 million people globally successfully lose weight and control their weight for good. Weight Watchers expertise is offered through weekly meetings, an At Home mail order service and by an internet based plan, complimented by a healthy licensed food range Weight Watchers warmly welcomes the European Commission s consultation and its decision to address labelling and consumer information in Europe We particularly welcome the use of this consultation exercise as a means of identifying and promoting best practise in labelling. We feel that our experience and understanding of the role and importance of labelling on food products as a means of helping people make informed choices about their diets is just such an example of best practise, and makes us ideally placed to provide an experienced, constructive and balanced insight into the debate The consultative document requests that any responses be structured to match the sections in the text. Our contribution is directed towards the section: Nutrition Labelling and looks to provide a response specifically to the question: Are there alternative formats for providing nutrition labelling? 1.5. In answering this question, we draw particular attention to the Weight Watchers POINTS values system, a unique method of nutritional labelling that represents a labelling format that both enhances and supports the method which was standardised by Directive 90/496/EEC, but that also provides an alternative solution to the problem of communicating nutritional content At a time when numerous industry and governments bodies across Europe are developing new strategies for food product labelling, POINTS values represents an innovative, scientifically sound and long-established approach to this issue The success of POINTS values can be analysed, and conclusions can be drawn to answer a variety of questions relating to labelling. These include what information might be included on the label, how that information is presented, and to whom it might appeal but also address matters such as product composition and the use of information technology to take nutritional education one step further Some of the content of this document has already been presented to individuals working in DG SANCO as part of Weight Watchers consultation efforts on the Nutrition and Health Claims Regulation, and the work of the Platform on Diet, Health and Physical Activity. In addition some of this information was included in the March 2006 response by Weight Watchers to the European Commission Green Paper on obesity In addition, we contributed in the UK Government Choosing Health Making healthier choices easier White Paper, where we gave written and oral evidence of the efficacy of Weight Watchers programme, with specific reference to our work with the NHS and offering Weight Watchers on referral. Weight Watchers would be happy for its submission to be made public, and very much looks forward to seeing the outcomes of the public consultation, and to playing a long-term advisory role to the European Commission and other institutions as it develops its strategy in this area.

3 2. Our Philosophy 2.1. Weight Watchers is a community weight loss service. It offers its members an effective, non-medical intervention, held in familiar local community venues, which they can easily access at times and locations which are suitable for them. There are no waiting lists The Weight Watchers programme incorporates four key pillars: healthy eating, with a flexible personalised plan, using portion control and normal foods, to achieve a moderate energy deficit increased physical activity, building regular and sustainable activity into everyday life a behavioural approach, using techniques from motivational interviewing and health behaviour change regular contact and support (weekly) for weight maintenance 3. The POINTS values system 3.1. The POINTS values system has been developed as a simple strategy to help members change and manage their eating habits and lies at the heart of the Weight Watchers philosophy. POINTS values are calculated for any food or drink, based on calories and saturated fat content. These can then be calculated and taken from a bank of POINTS values that are allocated to an individual according to their starting, target weight, and lifestyle Foods and drinks which are calorie dense have high POINTS values compared to those which are low in fat and sugars (e.g. lean meat, potatoes, rice, vegetables and fruit). For example, a 75g portion of cooked rice has a POINTS value of 1_; 165g of chicken fillet has a POINTS value of 2_; and a serving of green salad has a POINTS value of 0. Compare this with a jam doughnut which contains a POINTS value of 5_ Through the POINTS values system members learn to eat more healthily and balance their energy intake from foods and drinks against output through physical activity The POINTS system was introduced in the UK in 1996, in Central Europe in Because of the important role that these products play in the diets of Weight Watchers members, it is vital that their POINTS values value is clearly and accurately measured and communicated if they are to help people manage their weight and keep faith in the programme The POINTS values system can be used by Weight Watchers members every time they eat or plan to eat, thus giving it a unique educational role in helping them understand their diet. This includes at the Weight Watchers meetings, in restaurants, whilst using Weight Watchers At Home and when shopping for food. Because POINTS values are also understood and recognised by readers of the Weight Watchers magazine and visitors to the website, consumers who are not Weight Watchers members also benefit from labelling on our packaging 4. Product Labelling 4.1. As a means of supporting people trying to change their eating patterns, Weight Watchers has teamed up with over 30 food producers across Europe who manufacture

4 products under the Weight Watchers name. The products are clearly labelled with a POINTS values reflecting the calorific and saturated fat content of the food in the UK or calorific and total fat content of the product in the rest of Europe. The calculations are slightly different but in most cases equate to the same value All Weight Watchers UK Ltd branded foods are clearly labelled on the front of pack in the trademark POINTS values value per portion together with the calories and saturated fat or total fat per portion in recognisable lozenges. This immediately informs the purchaser of the amount a portion would contribute to their personal daily POINTS values allowance allowing Weight Watchers members and non-members to clearly understand the role and impact of that product on their diet In this way, the labelling is designed to be both a useful and immediate signpost for the product, but also a reliable and scientifically sound assessment of its content. 5. Portion Control 5.1. To achieve reasonable POINTS values, Weight Watchers defines strict portion sizes for all food products. The POINTS value of a product is established according to the likely consumption of that product as part of a normal diet, rather than according to its weight. The principal of portion control is central to the support that Weight Watchers provides for changing dietary habits. For example the Weight Watchers Chilled Ready Meal: Sausages in Cider Gravy with Vegetable Mash has a POINTS value of 5_. 6. WeightWatchers.co.uk The Weight Watchers website allows Online subscribers to work out their daily POINTS values allowance, track their POINTS, and also have access to hundreds of recipes, all with their POINTS values clearly stated. They can even search for recipes with a specific POINTS value. In the UK alone, the website has approximately 500,000 unique visitors per month.

5 7. Our Success 7.1. From fiscal , meeting attendance in Central Europe grew at a compound annual rate of 7.5%. With 12.6 million attendances in the UK, and 11.6million attendances in Central Europe. The majority of members use the POINTS system as their principle means of understanding and managing their diets TNS Superpanel data shows that 41.1% of all UK Households purchased a Weight Watchers product in the 52 week period up to 1 st January Weight Watchers has good evidence that people following the programme lose significant amounts of weight 1 and can maintain that weight loss over long periods of time 2, Two published studies have shown that over 50% of Weight Watchers members who reached their goal weight, maintained a weight loss of 5% or more over 5 years. 2,3 Even 5% weight loss produces significant health benefits 4,5 and these results are impressive compared to other weight loss interventions. Indeed Weight Watchers has the best quality evidence base amongst all the commercial slimming programmes in the US The Journal of the American Medical Association 2003 found that people who attend Weight Watchers meetings lose 3 times more weight than people who diet on their own. 8. Contact For more information on Weight Watchers weight management programme, please contact: Nicola Wraight, Weight Watchers UK, Tel e mail nwraight@weightwatchers.co.uk. 9. References 1. Heshka S, Greenway F, Anderson JW et al (2003) Weight Loss with Self-help Compared with a Structured Commercial Program: a randomized controlled trial Journal of the American Medical Association 2003; 289 (14): Lowe MR, Miller-Kovach K, Phelan S (2001) Weight-Loss Maintenance One to Five Years Following Successful Completion of a Commercial Weight Loss Program. International Journal of Obesity 2001; 25: Lowe MR, Thaw J, Miller-Kovach K (2004) Long-Term Follow-Up Assessment of Successful Dieters in a Commercial Weight-Loss Program International Journal of Obesity 2004; 28 (Suppl 1): S Diabetes Prevention Programme Research Group (2002) Reduction in the incidence of type 2 diabetes with lifestyle intervention or metformin. New England Journal of Medicine, 346, Tuomilehto J, Lindstrom J, Eriksson J et al (2001) Prevention of type 2 diabetes mellitus by changes in lifestyle among subjects with impaired glucose tolerance. New England Journal of Medicine, 344, Tsai AG, Wadden TA (2005) Systematic review: An evaluation of major weight loss programmes in the United States. Annals Internal Medicine, 142,