how m&s helps the middle years customer claire hughes company nutritionist

How M&S Helps the Middle Years Customer

Claire HughesCompany Nutritionist

Plan A – Doing the Right Thing

Climate change Raw materials Waste Fair partner Health

Providing healthier foods

Making labelling simple

Encouraging healthier lifestyles

Plan A – providing healthier foods

Eat Well – maintain at 30% of foods

Front of pack labelling

Till point trial – removal of sweets and confectionery

Natural colours – children’s sweets and cakes

Salt – reach FSA targets by 2010

Omega 3 (salmon) – all fresh farmed salmon

Natural Enrichment – opportunities in plants and protein

Nutritional enrichment – functional product offer

Plan A – encouraging healthier lifestyles

Healthy Eating Advisors – nutrition training for all our food store team

Health Campaigns – for employees and customers

Diet and Health Information – making it accessible

Lifestyle Information – helping our employees

Typical M&S Customer

Woman – 55years plus

Interested in health

Influenced by what’s in the media

Health concerns Weight management Diabetes Cholesterol Heart disease Allergy

Healthier food - reformulation

Weight management – helping customers to diet

Calorie controlled

Less than 3% fat

Portion controlled

Meals, lunches and desserts

Weight Watchers Points on back of pack

Helping consumers eat a healthier diet

Combine traffic lights and GDA

Introduced January 2007

Signposting healthy choices

Balanced diet approach

Strict nutrition criteria

Across all foods – sandwiches to healthier snacks

Works in hospitality

Positive influence on consumers behaviour

Page 10 of 36

Clear understandi

ng

Cholesterol lowering

Fibre & wholegrain

Less sure!

Soya

Immune health

Beta Glucen

= Good for bone health

= Good for those with high cholesterol

= Provides slower-burning energy

= For someone with lactose intolerance only?

= Not sure how you can help immune system

= None had heard of it

Calcium

Cholesterol lowering

Fibre and wholegrain

= Something that helps digestion

= Helps your memory

Fibre and wholegrain

Probiotic

Omega 3

Understanding of beneficial nutrients/claims

Understanding varies – need clear claims and messaging to help communicate benefits

Functional Range – adding beneficial ingredients

Functional Ingredient

Claims/Amount Products

Omega 3 - Heart health- Source (at least

30mg per 100g to 3g in one salmon fillet

Eggs, milk, salmon, fruit juice

Pro/pre biotics - Digestive health Smoothies, yogurts, shot drinks, juice, cereal bars

Soya - Cholesterol lowering

- At least 5g per serving

Smoothies, cereal bar

Oat beta-glucan - Cholesterol lowering

- 0.75g per serving

Cereal bar, juice, smoothies

Calcium & vitamin D

- For Bones- At least 15% RDA

Smoothies, juice, water

Support - magazine

Health pages in customer and employee magazine

Magazine recipes and recipe cards display nutrition information

Support - website

www.marksandspencer.com/health

Online ‘Ask the Nutritionist’

Allergy Lists

Unpacked product nutrition information

Fact sheets

Future considerations for an aging population

Legibility

Single households on increase - more individual portions

EU Health Claims Legislation – new products/innovations, what can we say??

Store layout, accessibility

Technology