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
Canada’s largest food distributor
Plus, leading provider of:
General merchandise
Drugstore
Financial products & services
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
One of Canada’s largest private sector
employers with over 140,000 full-time
and part-time employees
Offers Canada’s strongest control
brands
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
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
75% decrease in both stroke
and coronary heart disease
mortality.
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?
- reduction of :
trans fats
added sugars
saturated fats
sodium
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Consumer Health Trends
5. Make your Plate look
like My Plate
USDA’s My Plate- US
Canada’s Food Guide Canada
Identified as top
authorities on topic of
healthy eating
Portion control and fruit
and vegetable intake
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Questions???????
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