Actions
- Providing range of food choices
- Better for You products
- Product reformulations
- Reduction/eliminations of trans fat
- Fortification
- New Products
- Portion sizes based on calorie per package
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- Global policy eliminating all in-school marketing
- Nutrition standards for all products sold through in-school vending
- No advertising on TV and radio or in print that primarily reaches children under age 6
- Introduction of Sensible Solution program in US – roll-out in Australia being assessed
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- Provide dual column nutrition fact panels
- Continue to highlight compositional benefits to our consumers
- Provide consumers with practical information on websites
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- Programming focussed on two key areas:
- hunger and nutrition education
- active lifestyles
- Creating employee HR programs that promote health and wellness goals
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Examples
Over 30% of total Kraft Australia production is in the Low or Light categories.
Low Fat product range:
- Singles
- Philadelphia
- Salad Dressings
Light Products:
- Philly Light (10 years ago)
- Extra Light (New)
- Peanut Butter
Better for You Products:
- Ritz Bran
- Crispbreads
- Vegemite – Vitamin B
- Extra Light Singles
Portion Control:
New products in pipeline.
Fortification of products – eg Dairy Bites and ‘Fridge Sticks’ with calcium.
Kraft Australia has reformulated trans fat out of all its products.
We will continue to review our whole product range for nutrients of concern, including fat, saturated fat, sugars, sodium and energy.
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Kraft Foods announced its first set of global initiatives to help address obesity on 1 July 2003 (see www.kraft.com).
Kraft Foods has made a number of separate announcements since then – most recently, marketing changes to emphasise more nutritious products.
Since announcing in January 2005 that certain products would not be advertised in media seen primarily by children ages 6-11, Oreo cookie advertising will be phased out in certain media in Australia.
The Sensible Solution program, which is global in scope, is being considered for roll-out in Australia.
Kraft Australia adheres to the Kraft Foods Worldwide Marketing Policy that contains guidelines on the portrayal of healthy and safe behaviour and a marketing policies checklist for our advertising agency partners.
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Comply with regulatory labelling initiatives highlighting nutrition information per 100g / per serving.
We are keen to communicate with consumers and do so by providing information on our gluten-free products, information about diabetes and important information provided by the National Heart Foundation.
Kraft Australia provides a Consumer Free Call number on all its packages and receives and responds to over 30,000 calls and emails per year from consumers.
Kraft Australia maintains two internet sites: www.kraft.com.au and www.vegemite.com.au
Both sites provide relevant information to consumers.
Kraft seeks to run advertising that helps to inform consumers about healthy lifestyles – Kraft Kitchens recipes; Vegemite – Vitamin B.
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Kraft Australia is proud of its community involvement partnerships to address:
- Hunger: through food donations to Foodbank Australia
- Nutrition and Active Lifestyles Education:
- through a $100,000 program in nine primary schools in Victoria and South Australia with Oz Child
- through the PeeWee PE Program delivered by Heartwell Fitness in six kindergartens in Victoria
Kraft Australia is constantly evaluating its HR programs to find inspiring ways to encourage employees to increase their physical activity and improve their eating habits: gym sponsorship program has been enacted and healthy menus in company cafeteria proving to be very successful. A $33,000 donation through Landcare Australia to provide better physical activity options for employees at the Westgate Park in Melbourne, near the Kraft Port Melbourne plant and HQ. www.landcareaustralia.com.au
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