Oldways | A Food and Nutrition Nonprofit Helping People ...

Health & Wellness

1 3.28.11 RD Roundtable

Confidential and Proprietary © 2011Vestcom

Confidential and Proprietary © 2011Vestcom

THINK ….. authentic

FRESH BLENDED GRAINS/FIBER VITAMIN D W/CALCIUM PROTEIN PORTION CONTROL

Low Saturated Fat

NATURAL

RIGHT FATS

Confidential and Proprietary © 2011 Vestcom

Retailer and manufacturer communications

Who’s watching

2010 Dietary Guidelines affect all government nutrition programs Key messages

FDA is currently reviewing health & wellness on package programs and

will advise Q4, 2011. Likely voluntary Likely complimentary with the NFP and current NLEA Regs Likely consistent with the 2010 Dietary Guidelines

What is the impact of nutrition programs in retail?

HEALTH & WELLNESS LANDSCAPE

Defining Rules for H&W Communication

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NUTRITION LABELING

Food Drug

Restaurant

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Who’s Watching? • Government agencies play the biggest role in food labeling & media

requirements and enforcement – FDA, USDA, FTC

• Voluntary agencies like CARU, BBB play a self regulated role

• While the specifics of food labeling and advertising are complex,

they may be broken down to their most fundamental elements – Assuring consumers receive essential information upon purchase – Assuring information provided is not false, misleading or deceptive

• what’s included • what’s not included counts too

• “Label and Labeling” 21CFR1.3(b)

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Who’s Watching?

• Label means a display of written printed or graphic matter upon a container of any article

• Labeling is a broader term – Defined as all other written, printed or graphic matter accompanying a

commodity or product • Refers to a poster in a grocery store, flier describing the product • FOP (front of package symbols) • Shelf talkers, tags • Menus, vending, chalk boards

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© 2011Vestcom

Generally Two Basic Principles Exist for a Nutrition Claim

• All claims must be truthful

– not false – not misleading in any particular to a reasonable consumer

• Included information & what’s left off

• All claims must be substantiated – a reasonable basis for concluding that the claim is true – in writing – before the ad/label is circulated


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Drug vs. Supplement vs. Food

• Regulation Spectrum: Drugs (prescription, OTC, homeopathic & grandfathered), Dietary supplements

• Ask three questions

– Ingredients in the product and its delivery – Intended use of the product – Type of claims make for the product

• What a product contains and What it says in advertising matters

– Drugs “diagnosis, cure, mitigation, treat disease” – Supplements supplement the diet - intended use by the vendor


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Restaurant & Menu Labeling • State & Local regulations

– Inconsistent

• Federal regulation in progress that creates a national, uniform standard for chain restaurants & vending with 20 or more locations

• 4205 of the Patient Protection and Affordable Care Act of 2010 on State and Local Menu and Vending Machine Labeling Laws

• Information would ‘mirror’ packaged foods – Caloric information would be highlighted on menus, menu boards, and

drive-thru boards – Other components of NFP need to be made available – Guidance document ‘withdrawn’ until regs published (4/1/11 estimated

date)


© 2011Vestcom

KIDS ADVERTISING

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VOLUNTARY SCRUTINY • What and Why is CARU important?

– CARU a self regulated body, recognizes the special needs of kids – CARU performs a high level of monitoring over television commercials,

print, radio and online media

• CARU's Self-Regulatory Guidelines are deliberately subjective, go beyond truthfulness & accuracy & take into account the vulnerable child audience

• When found to be misleading or inconsistent with CARU guidelines, CARU seeks change through voluntary cooperation of advertisers – Before CARU anything went; few companies had nutrition standards – Now science-based nutrition standards guide participants on what to

advertise – BBB oversight provides transparency and accountability – Nutrition Standards are Science Based


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CARU HAS LED TO CHANGE

• Progress – Since launch significant improvement in nutrition profiles – More than 130 reformulated new/enhanced products

• Future Changes

– Reformulation and innovation will continue

• Expanded Market Coverage – Effective Jan. 1, 2010 in more venues covered

• Shift the mix of products advertised – Fewer calories, and lower in fats, sodium, sugars –More nutrient dense

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EXAMPLE CHANGES IN MARKET • Campbell’s

– 25 SKUs reformulated or new products; formulated to meet nutrition standards

• Coca-Cola

– No child-directed advertising at all; Goes beyond commitment of not advertising ; Avoids children’s networks

• ConAgra Foods Company Changes

– Reformulated 14 Kids Cuisine & Chef Boyardee SKUs by reducing fat, sat fat, sodium

• Dannon

– Under pledge only yogurts, yogurt drinks and dairy products in child directed

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EXAMPLE CHANGES IN MARKET General Mills Changes • New & reformulated products to meet standards

– Yoplait Trix Yogurt (5 flavors), Chocolate Lucky Charms, Trix cereal

• Examples reformulates – 3 cereals → sugars reduced from 15g to 12g – 1 cereal → sugars reduced from 13g to 12g Reduced again 12g →11g – 8 Yoplait Gogurt SKUs (calories, fat and sat fat reduced) – 4 cereals → sugars reduced from 12g to 11g – 1 cereal → sugars reduced from 12g to 10g – 1 cereal → sugars reduced from 11g to 10g – 1 cereal → sodium reduced from 190mg to 160mg

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PULLING IT ALL TOGETHER

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Ask & Answer Two Key Questions • The Claim: What claims, express or implied, do reasonable

consumers take from the ad/label? • The Evidence: What evidence backs up those claims?

Level of Substantiation • Require competent and reliable scientific evidence: the type, quantity, and quality of support that would convince other experts in the field the claim is true • Misleading if product also contains high levels of ‘negative’ nutrients

• must disclose


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Claims Classification Overall Health & Wellbeing claims Dietary Guidance, Structure Function

Testimonial or Endorsement claims Must represent actual opinion of the endorser Must be true the time the Ad is running

Express Disease claims Implied Disease claims

Health Claims, verbiage Vignettes Product Name, etc.

Comparative claims Taste claims

Express or implied Objective – provable facts Information must assist in rationale purchase

Establishment claims Proven results that implied a level of proof “Tests prove or Surveys show”

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Claims Classification Nutrient Content Claim High fiber

Structure Function Claim Calcium builds strong bones

Health Claim

Diets rich in whole grain foods and other plant foods, and low in saturated fat and cholesterol, may reduce the risk of heart disease

Qualified Health Claim

Scientific evidence suggests but does not prove that eating 1.5 ounces per day of most nuts, as part of a diet low in saturated fat & cholesterol & not resulting in increased caloric intake, may reduce the risk of coronary heart disease. See nutrition information for fat content.

Statement of Fact Calorie statements, trans fat contents, Omega 3 contents.

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Single Large Clinical Trial

Supportive epidemiologic data

Contradictory epidemiologic data

Supportive laboratory data

Contradictory laboratory data

Multiple Small Clinical Trials

Consistent results with flawed designs

Consistent results with good designs

Contradictory results with good designs

Meta Analyses

Schema for Assessing Strength and Consistency of Scientific Evidence

Source: FDA

Evidence accepted by Federal scientific bodies or independent expert

bodies as basis for public health

recommendations NAS, NIH, CDC, AHA,

ACS, etc.

Required Body of consistent,

relevant evidence from well-designed clinical, and/or epidemiologic,

and laboratory studies. Weight of evidence

supportive

Clinical reviews by experts

-Reviews by credible, disinterested expert

groups

Epidemiologic data; consistent results

Difficulty measuring balance

Biologic plausibility and Consistent laboratory data

Contradictory laboratory data

Epidemiologic data; contradictory results

Small uncontrolled human studies

Supportive small clinical trial

Supportive laboratory data

In vitro or animal (laboratory) data

only

Emerging evidence Significant Scientific Agreement

Consensus

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2010 DIETARY GUIDELINES Key Messages

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Report Speaks of Four Main Goals • The scientific committee wrapped everything up into four main goals.

– Reducing overweight and obesity by reducing calorie intake; – Helping Americans shift to a more plant-based diet to increase

nutrient intake; – Reducing the amount of calories that come from added sugars and

solid fats and reducing intake of sodium; – Helping Americans achieve the 2008 Physical Dietary Guidelines.

• Strategies, tips, advice and good communication will be cornerstones to

helping Americans achieve dietary guidance, especially in the supermarket.

• Supermarket shelf-edge programs have a central role to play in translating these recommendations


© 2011Vestcom

What’s the Impact on the NFP? • Right fats, Good fats can range 20-35%.

– Limit sat fat to 7% or less total calories. Use more mono and poly fats

• ‘The’ controversial mineral - Sodium – 1500mg for those at risk, over 51 yr. or African American; – Since 70% of population has high blood pressure isn’t this all?

• SOFAs 5-15% total calories; Solid fats, added sugars

• Dietary cholesterol remains at 300mg unless at risk, then 200mg/day.

• New way of looking at carbs – Choose fiber-rich carbs (new term for fiber). Regards to carbohydrates, reduce energy dense foods to balance energy

• 2 – 4 oz servings of fish rich in omega 3s each week necessary.


© 2011Vestcom

WHAT DO SHOPPERS WANT

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Recent U.S. Shopper Research

** Selected Very Interested (4) or Extremely Interested (5) on a 5 point scale SOURCE: Catalina Simple Substitutes Pilot Survey, April 2010. Question 10 Please indicate your interest in having this type of program for foods & beverages related to each of the following? Top two boxes out of 5.

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Top Rated Delivery Methods for Information

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SOURCE: Catalina Simple Substitutes Pilot Survey, April 2010.

Shoppers Want Nutrition Help at Shelf Edge

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Signage & Bag Stuffers

Vestcom Confidential 2011 30

8 1/2” x 11”

Strips


(examples)

QR Codes

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All codes go directly to www.vestcom.com/healthyAisles

Vestcom Confidential 2011

http://www.vestcom.com/healthyAisles

Window/Freezer Clings


Blades/Violators


(examples)

Judy G. Seybold, MS,RD,LD, CLC Director Nutrition & Regulatory Affairs

For additional information: [email protected]

847-302-8220

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Thank You!

mailto:[email protected]

Confidentiality Notice

This document contains proprietary and confidential information intended for the sole use of the individual or entity to which it is being presented. You are hereby notified that any dissemination, distribution, use or copying of this document is strictly prohibited.

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