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