Shaking Up Food Labeling: From Potential New Daily Values to Front - - PowerPoint PPT Presentation

From Potential New Daily Values to Front of Package Icons

Shaking Up Food Labeling:

Sarah-Jane Bedwell, RD, LDN

1994

Retail: Nutrition Labeling and Education Act (NLEA)

• Requires what nutrients are listed on

label, and how they are to be listed

• Defines nutrients
• Establishes reference amounts for

determining serving sizes

• Adopts standardized format
• Requires nutrition labeling on most

foods that contain more than insignificant amounts of nutrients

• FSIS is not covered by NLEA

Nutrition Facts Panel: Changes Coming

Why?

• Greater Understanding of Nutrition Science
• Updated Serving Size Requirements and New

Labeling Requirements for Certain Package Sizes

• Refreshed Design

Added Sugars

Percent Daily Values

• Will move to the left of the label.
• Updated Daily Values for:

Sodium Dietary Fiber Vitamin D Calcium

Potassium and Vitamin D

• Calcium and Iron
• Vitamins A and C--optional

Calories from Fat

• Type is more important

than amount.

Changes to Serving Size

• Reflect amounts actually

eaten.

• Single serving AND

Package.

Dual Column Label

Refresh Design

Current Label Proposed Label

Update: July 2015

• Supplemental Proposed Rule
• Add % DV to Added Sugars
• Change Footnote:

– The percent daily value (%DV) tells you how much a nutrient in a serving of food contributes to a daily diet. 2,000 calories a day is used for general nutrition advice.

Commenting on Supplemental Proposal

• Commenting on the supplemental proposed rule

concerning added sugars and the label footnote began July 27, 2015. Due to technical difficulties with regulations.gov, the comment period reopened October 20, 2015 until October 23, 2015.

Expected Timeline:

• Proposed rule published: March 3, 2014
• Comment period: March 3 – August 1, 2014
• FDA finalization: August 2014 – March 2016
• Final rule: ???
• Rule compliance: Two years after final rule.

Restaurant Menu Labeling

• WHAT IT IS: A new law that requires menus and menu boards to list the

number of calories for each standard menu item on the menu or menu board and have full nutrition information available upon request.

• WHY ITS HAPPENING: To ensure consumers have access to nutrition

information when dining at restaurants or similar retail food establishments

• WHO IT APPLIES TO: Restaurants or “similar retail food establishments” (a

retail establishment that serves restaurant type food) that are part of a chain with 20 or more locations doing business under the same name (regardless of the type of ownership of the locations) and offering substantially the same menu items.

• WHEN THIS WILL HAPPEN: The compliance date is December 1, 2016

‘Healthy’ goes beyond trendy in Foodservice

• Portion sizes get smaller
• Nutrient density becomes a focus
• “No bad options” fast casual restaurant concepts

emerge

• Restaurant shift to protect brand image

Front of Pack Labeling

• Often stems from health claims.
• Seals, icons, symbols.

Authorized Health Claims

• Authorized Health Claims must be supported by

significant scientific agreement among qualified experts that the claim is supported by the totality of publicly available scientific evidence for a substance/disease relationship

• Examples of claims: Calcium & Osteoporosis, Folate &

Neural Tube Defects, Dietary Saturated Fat & Risk of Coronary Heart Disease

• Authorized Health Claims can be found in 21 CFR

101.70-101.83

Authorized Health Claims

• There are very limited situations

when USDA FSIS ( Food Safety and Inspection Service) allows FDA Health Claims on meat and poultry labels. FSIS allows an American Heart Assn. claim that bears FDA heart health

• language. Heart health language

requires the inclusion of FDA model health language.

Heart-Check mark certification

• History
• Proven Credibility
• Meets shoppers needs

7 Categories of Certification

Qualified Health Claims

• Supported by scientific evidence but

do not meet significant scientific agreement standard

• Example: nuts & heart disease. A

disclaimer needs to accompany the claim such as “Scientific evidence suggests but does not prove that eating 1.5 oz. of most nuts per day as part of a diet low in saturated fat & cholesterol may reduce the risk of heart disease”

Structure Function Claims

• Structure/Function Claims link a nutrient

to a function in the body not a disease

• Example: “Calcium builds strong bones”
• Structure/Function Claims can

characterize the means by which a nutrient or dietary ingredient acts to maintain such structure or function.

• Example: “Antioxidants maintain cell

integrity”

Nutrient Content Claims

• Nutrient content claims describe the level
• f a nutrient or dietary substance in the

product, using terms such as free, high, and low.

• Or they compare the level of a nutrient in a

food to that of another food, using terms such as more, reduced, and lite.

• Most nutrient content claim regulations

apply only to those nutrients or dietary substances that have an established daily value.

Front of Package Labeling

• Interactive Label

Front of Package Labeling

Why front of pack labeling?

• Label nutrition information is a key driver in the consumer decision-

making process.

• Consumers want information that’s easy to read and easy to find.*
• Consumers want factual information.
• Industry needs and wants to be part of the solution

*FMI/IRI research, 2010

Based on Consumer Research

• Methodology

– Nationally-representative interactive online survey – Nearly 7,400 primary grocery shoppers – Tested three front-of-pack (FOP) systems against a control with no FOP nutrition information: – Calories only – Calories plus 3 nutrients to limit (saturated fat, sodium, total sugars) – Calories plus 3 nutrients to limit plus up to 3 nutrients to encourage (protein, iron, vitamin A, vitamin C, fiber or folate)

Facts Up Front Advisory Panel

Key Findings

• The FOP icons tested in this study generally enabled shoppers to

demonstrate comprehension, express ease of understanding, and demonstrate interpretation of nutrition information on the products tested.

• Nutrition information on FOP strengthened consumers’

comprehension and comfort level.

IFIC Foundation FOP Consumer Research, Perception Research Services International, August 2010 (supported by a grant from GMA)

Who Does FOP Labeling Help?

Easier to Understand

Even for More Complex Categories…

Conclusions

• Facts Up Front may help

consumers with the lowest level

• f education
• Consumers are capable of

making nutritionally informed choices

• Biggest challenge is to enable

and motivate consumers

Facts Up Front

• Fact-based and science-based
• Supported by consumer research
• Compatible with U.S. regulatory framework for

food labeling

• Able to be applied widely to packaged foods and

beverages marketed to consumers with a consistent visual appearance and package placement

Facts Up Front: Aligned with DGAs

2010 Dietary Guidelines for Americans key recommendations include:

• Balancing calories to manage

weight

• Foods and food components to

reduce

• Foods and nutrients to increase
• Building healthy eating patterns

Here’s How:

Aligned with Federal Guidelines

• Facts Up Front does not

require any legislative or agency rulemaking to implement, and it adheres to FDA and USDA-FSIS guidelines and regulations for nutrient content claims

• Nutrients declared are either

mandatory or voluntary

Facts Up Front: Basic Icons

• The basic Facts Up Front label

includes four icons – Nutrients to limit as identified by the Dietary Guidelines for Americans – Consistent with the order of appearance on Nutrition Facts Panel

• Specific serving size

– Same as Nutrition Facts Panel

Facts Up Front: Optional Icons

• The Optional Icons consist of up to two

additional plaques, representing specific additional nutrients required or permitted to be declared in nutrition labeling

• These represent up to two “Nutrients to

Encourage” – Could be potassium, fiber, protein, vitamin A, vitamin C, vitamin D, calcium, iron – All are shortfall nutrients or are required to be on the Nutrition Facts Panel – Must contain 10% or more DV and be a “good source” to be featured

Facts Up Front in the Marketplace

• Facts Up Front aims to provide consumers – especially

busy parents – with the information they need to make informed decisions

• The icon appears on many products on store shelves.

Based on inventory and seasonality, the icon’s presence in the marketplace will continue to grow.

• The program is supported with a robust consumer

education program

Consumer Education Overview

• Primary target: women ages 25-49 with

children ages 2-17

• Secondary target: Hispanic and African

American women

• Components of consumer education

campaign: – Paid advertising – In-store marketing – Public relations – Public health community and policymaker

• utreach

Framework

Measurement & Evaluation

• GMA/FMI engaged with FDA’s research team
• Results of the research were published in 2014 in the

Journal of Consumer Affairs

Consumer Education Tools

FactsUpFront.org

• Primary channel for nutrition education
• Available in English and Spanish
• Interactive tools and mobile friendly

Consumer Website

• Consumer-friendly tools include:
• Nutrition calculator
• Interactive Facts Up Front label
• Nutrition quiz
• Meal planning and shopping tips
• Better-for-you recipes

Consumer Education Tools for Professionals

• Health professional section of

FactsUpFront.org includes:

• Nutrition label research
• Fact sheets
• Client education tools
• Supermarket tour guide
• Tip sheet for using Facts Up Front with the

Nutrition Facts Panel

March 2014: Consumer Campaign

@FactsUpFront

The Future…?

Colors and Emoticons?

A Side Note:

• Products that have Front of Package labeling are

not necessarily healthier

• May be used as a marketing tool
• Must educate consumers that FOP labeling and the

new NFP reflect reality, not “shoulds”.

Teaching Label Reading with Old Panel:

Teaching Label Reading with New Panel:

1) Check the serving size and compare to number per container. 2) Determine the number

• f calories per serving.

3)Limit these nutrients (<5% DV is low; >15% DV is high). 4) Limit added sugars. 5)Get plenty of these nutrients.

Teaching Label with Facts Up Front:

Questions?

• I would love to connect with you:
• Twitter: @sarahjaneRD
• www.sarah-janebedwell.com