Reformulating for a Healthier Future

The Scottish Government policy is wide ranging and FDFS despite being critical of certain elements, is supportive of the objectives to improve the Scottish diet, the food industry has a major role to play.

Reformulation is one of the key things that the food industry can do.
Joanne joins the team to promote and assist businesses.

Aim of the day was to raise the awareness, celebrate the work and hear the perspective of others.

Lessons from previous reformulation projects
Mhari MacLeod from Lux, service agency.
Looked at 2011-2015 project which involved 20 businesses mainly butchers and bakers.

Appetite for reformulation typically sits with bakery and butchery businesses. Nature of the products of concern included salt and fat.
Traditional recipes are the foundation of the business, passionate about what they do and sectors are very open to receiving advice.
81% taste, health does not sit in top three considerations.

Opportunity to amplify sphere of influence through ingredients manufacturers. Appetite to reformulate but need cooperation from a third party.

Reformulation support for businesses must remain free to access; particularly for small family businesses. These businesses are delighted to accept expertise that is parachuted in.

Wider discourse and coverage around healthy eating vital for driving awareness and change among consumers and businesses alike.
Customers not mentioning or requesting at point of sale but they are bombarded with it on social media.

75% of businesses still had a reformulated product in-market.
There remained an appetite in businesses for reformulation.

Public Health Reformulation
FSS statutory duty to improve the Scottish diet.
Not all types of reformulation are equal but here we are talking about reformulation that would improve Scottish diet.
Commonly consumed by public and not niche health enhancing products. About everyday products that could be made better.
Aim to reduce calories in products high in fat and sugar, and t9 reduce salt.
Not always about taking away ingredients, create lower energy density and improve nutrient density.
Large companies across the UK are expected to reformulate their products under the Public Health England reformulation programme.
PHE will publish guidelines for reducing calories in around 14 specific food categories by mid 2019.

Technical challenges associated with product reformulation
Vireo Ramawana, University of Aberdeen Rowett Institute.
Processed food consumption is rising. High consumption of composite foods.
Technical challenges include:-
Sensory appeal
Maintaining food safety for consumption
Reducing energy density (fat and sugar)
Preserving the functionality of nutrients during processing
Maintaining product stability
Avoiding unintended consequences
Meeting regulatory standards
Addressing consumer concerns and expectations (Toblerone and suspicions)

Can be ingredient reduction (as in milk), ingredients pre-treatment but ingredient replacement is the most popular form of reformulation.
Concerns – has it made the food less appealing.
It is essential to create a new normal.

Putting the shopper first
Andrew Niven, Scotland Food and Drink
There is a continued consumer interest in healthy eating.
Surveys suggest 55% consumers are reducing sugar intake.
Price, convenience, familiarity, pack size, taste texture and appearance all vie with health as factors for purchasing decisions.
Shopper reassurances come from traffic light systems. Detail involves grams and percentages, 100g and not pack size that consumers might understand.

Kantar Worldpanel
Lesley-Anne Gray
69% of consumer claim my diet is very important to me.
85% concerned about sugar content.
Health now drives 1/3rd of consumer purchase choices.
Volume increase is growing at more than 5% despite fact population growth is just 1%.
Food consumed out of home is very different to food consumed at home. Only 6% of choices out of home are driven by health, much more about enjoyment (85%).

Breakfast cereals (5%) and yoghurt (6%) have made the greatest reduction in sugar. Biscuits no difference since more difficult without affecting the product.

Drivers for reformulation
Health increasingly important but different in home to out of home
Industry increasingly interested in reformulation
Government guidelines

Conclusion: SMEs can't be left behind in reformulation.

Consumer resistance to change, manufacturers reluctant to alter traditionally successful products success is more likely to be acceptable if the change is implemented by stealth.

Commercial benefit would generate an appetite for change. Marketing products as healthier might not work. Basically consumers do not want to know, just assume the product is better.

Joe Fitzpatrick, Minister Scottish Government
Good thing that the Scottish Food and Drink industry is made up of small businesses. There is a benefit for Scottish food products in being recognised as healthier.
Government accepts that reformulation is not easy. Irn Bru changes for example was controversial.
65% of adults in Scotland are obese.
26% of children are at risk of being obese
There is a desire within government to help consumers make healthier choices.
Beyond the food industry government acknowledges that they need public to take measures like Active Scotland initiative.
Government has a number of goals. Target on 15% increase of physical inactivity with signs of recreational walking by 2030. Target of childhood obesity to be halved by 2030.
65 clear actions to be taken on food. Consultation on marketing discretionary foods closed with 700 responses.
Goal is to reduce fat, sugar and salt to assist healthy choices.
Scottish Government welcomes the Public Health England are taking. Not just to improve health of the nation but also to enhance reputation of Scottish Food and Drink.

Elements of support available
Catriona Liddell, Queen Margaret University
Strong nutritional and culinary background including new product development.
QMU now deal with much more commercial work.
Why? Legislation, scale up, allergen profile, clean label,
Challenges: cost, time, technical know how. supplier/ingredient awareness, consumer knowledge.
Natural products are in growth but is natural clean label better for you. Nakd Bars are 45% sugar! Lots of sugar in fruit.
Fruit Pastilles are 55% total sugar, redeveloped down to 32%.

Consumers are moving towards 6 to 9 mini meals per day rather than just three.

Make Innovation Happen
Rachel Mirfattahi, Interface
Anyone can access service.
Access to three connectors (including Rachel) – through website or phone.
Collaborative Innovation Fund is £650K investment by HIE and SE.
Innovation Coaching
Business coach to work with the business
www.makeinnovationhappen.scot

Food Innovation Business Manager
Jon Wilkin, Abertay University
Nutrition, recycling chemistry to processing.
Consumer studies, processing technology, advice.
Food sensory suites, Knowledge Transfer Projects.
Industry focussed academics.