Transcript Slide 1

Healthy Choices: Loblaw’s
role in promoting healthier
food choices for Canadian’s
Tina Stewart, RD
January 12, 2012
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Agenda
 Introduction to Loblaw Co. Ltd
 Presidents Choice Blue Menu
– History of the Brand
 Health Initiatives
 - Sodium Reduction
- Guiding Stars
 Consumer Health Trends and
Loblaw’s Initiatives
 Questions and Answers
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Loblaw Companies Ltd Overview
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Canada’s largest food distributor
Plus, leading provider of:
General merchandise
Drugstore
Financial products & services
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Over 1,000 corporate and franchised
stores from coast to coast
Operates four unique formats of stores
to meet varying customer needs
Superstore
Hard Discount
Great Food
Wholesale
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One of Canada’s largest private sector
employers with over 140,000 full-time
and part-time employees
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Offers Canada’s strongest control
brands
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Served by 25 company operated
warehouses
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Loblaw Co. Ltd
 22 different banners and 14 million customers
visiting our stores each week
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Loblaw’s Mission
To be Canada’s best
food, health and home
retailer by exceeding
customer expectations
through innovative
products at great
prices.
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The Way We Do Business
 Respect our
environment
 Source with integrity
 Make a positive
difference in our
community
 Reflect our nation’s
diversity
 Be a great place to
work
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Loblaw Co. Ltd
 Owns and operates the two biggest consumer
packaged goods brands in Canada.
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Evolution of a Healthy Brand
1991-introduced a new line of
products called “Too Good
Too Be True”™ (TGTBT)
 “Functional Foods”- to target
health conscious consumers
 Created with the help of
renowned nutrition
researchers- Dr David
Jenkins at University of
Toronto
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Evolution of a Healthy Brand
2005- PC® Blue Menu™ is
launched with 80 new
products
 Targeting the health
conscious consumer
 Innovative foods that are
easy and convenient
 Easier nutrition
messaging
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2011- Blue Menu
 Over 400 products with new
products being developed
each year
 Each product must have at
least one primary benefit
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Lower Fat
Omega 3
Lower Calories
Soy Protein
Less Sugars
Vitamins/Minerals/Antioxidants
Less Sodium
Plant Sterols
More Fibre
Prebiotics/Probiotics
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Ingredient Standards
None of our products
contain:
 hydrogenated oils
 monosodium
glutamate
 sugar alcohols and
other artificial
sweeteners (except
sucralose).
 Responsible for:
sodium, sugar and fat
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Evolution of A Healthy Brand
 2012- Relaunch of PC®
Blue Menu™
 New Products
 Reformulated Products
- sodium reduction
-enhanced nutrients
 New Packaging- to
make it easier for
consumers to see
nutritional benefits
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Healthy Initiatives
 Sodium Reduction Strategy:
Recommendations for the Sodium Working
Group
 A structured voluntary reduction of sodium levels in
processed food products and foods sold in
restaurants and other food services.
 National strategy to reduce the population average
sodium intake from 3400 mg to 2300 mg by 2016.
The ultimate goal is to lower sodium intake for
95% of the population below 2300 mg. per day.
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Sodium Reduction: Finland
 Industry has reformulated a
variety of product groups to
reduce their salt content by
about 20% to 25%.
 Results: “comprehensive
approach” has resulted in one
third reduction in sodium
intake
contributed to a decrease of
more than 10 mm Hg in the
population average systolic
and diastolic blood pressure
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75% decrease in both stroke
and coronary heart disease
mortality.
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Source: Health Canada
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Sodium Reduction
Consumer Research
 21% are willing to pay
more for foods that have
reduced salt/sodium
 55% look for salt/sodium
when reading product
labels
 86% have tried to reduce
their sodium/salt intake
over the past 3 months,
while 19% of Canadian
households claim it is one
of the most challenging
food items to reduce from
their diet
Source: Neilson Panel Views Health and Wellness Survey 2010
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Sodium Reduction
 Internal Sodium
Guidelines – established
for PC® Blue Menu™
and other control brands
 2010- reformulated 132
products and reduced
sodium by 19%
 2011 Target- 200
products and 15%
sodium reduction
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Sodium Reduction
 PC Blue Menu Diced Tomatoes
 796ml can
 5mg of sodium/125ml (0% DV)
 Product Launched in 2006
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Sodium Reduction
 No Name Diced Tomatoes
 796 ml can
 310mg of sodium/125ml (13% DV)
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Guiding Stars
 Nutrition navigation system
 Helps shoppers identify
more nutritious food choices
in the grocery store
 Star Rating of 0, 1, 2, 3 stars
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Guiding Stars
 Scientific Algorithm – rates foods on nutrient
density- 100 calorie portion
More Stars
+ vitamins/minerals
+ fibre
+ whole grains
+ omega 3
Less Stars
- saturated fats
- trans fats
- added sodium
- added sugar
Source: guidingstars.ca
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Trends
• 48% are aware of health
symbols or logos on packaging
• Consumers believe products with
health symbols are better for you
• 85% refer to the Nutritional Facts
Panel when shopping for
groceries while 69% look for
health-related symbols/logos on
the package
• When reading product labels, fat
(58%), salt/sodium (55%) and
sugar (47%) are the top factors
looked at when deciding to buy
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Guiding Stars
 Jan 2012- 4 stores in
Ontario
 May 2012- All Loblaw
stores in Ontario
 Sept 2012- Zehr’s,
Fortino’s, Independent
Grocer stores in Ontario
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Health and Wellness Initiatives
 Established Health and
Wellness Team
 In-store dietitians- 24
stores in Ontario and
expanding
 Partnering with
organizations:
 Canadian Diabetes
Association
 Hypertension Canada
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Consumer Health Trends
Top Five Nutrition Trends for
2012
1. Go Green and Add Some
Spice!
- consumers will demand
more local, organic and
sustainable, fresh,
minimally processed foods
-simplifying ingredient list
-sodium reduction
-elimination of high
fructose
corn syrup
- add spice for flavour
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Consumer Health Trends
2. Vitamins, Minerals
and Fiber!
- more antioxidants
and phytonutrients in
the diet
- more fibre from
whole grains and
fruits and vegetables
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Consumer Health Trends
3. “ In Season”
 Increased fruit and
vegetable
consumption
 Plant based foods
 Local and
organically grown
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Consumer Health Trends
4. How low can you go?
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- reduction of :
trans fats
added sugars
saturated fats
sodium
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Consumer Health Trends
5. Make your Plate look
like My Plate
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USDA’s My Plate- US
Canada’s Food Guide Canada
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Identified as top
authorities on topic of
healthy eating
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Portion control and fruit
and vegetable intake
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 Questions???????
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