mandatory kilojoule labelling in fast food · 2015-06-08 · ©2014 national heart foundation of...

©2014 National Heart Foundation of Australia

Mandatory kilojoule

labelling in fast food

outlets in Australia

What implementation and evaluation has taught us.

27 May 2015

Julie Anne Mitchell

Cardiovascular Health Director

Heart Foundation


Tick in Food Service

J.A. Mitchell Slide 2

Timeframe February 2009 First meeting of Heart Foundation and academics

from the George Institute Sydney University with

Government

November 2010 NSW State Parliament introduced laws for

kilojoule labelling of fast and snack food chains

February 2012 Major NSW fast food chains required to display

kilojoule (kJ) information on their menu boards

February 2013 Supermarkets required to comply (Ready To Eat

food only)

Kj Labelling Review report tabled in Parliament




Outline- 5 questions

1.Why was mandatory Kj labelling in NSW introduced?

2.What was the process?

3.What was the response of industry?

4.What have been the measures of our success?

5.Where to next?




NSW, Australia

Aboriginal people have

inhabited Australia for

over 30,000 years

Discovered by Captain

Cook in 1788

Population of NSW 7.5

million

Population of Sydney 5

million

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.homeaway.com.au/info/holiday-ideas/holiday-destinations/nsw/sydney-on-a-budget&ei=QYdYVeeuPOWomgX5xYHoDg&bvm=bv.93564037,d.dGY&psig=AFQjCNEA7taiAH8HX0TkYOPwmrIHRhFcAA&ust=1431951195024989http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&ved=0CAcQjRw&url=http://itsoneworldtravel.com/staydu-social-travel/&ei=wIdYVa39Bef6mQXxrYC4Bg&bvm=bv.93564037,d.dGY&psig=AFQjCNGexCWCS_etf_c_eUTmFn9E1U3IgQ&ust=1431951658000935&cad=rja




Challenges

Rapid changes in lifestyles

Overweight and obesity

Sedentary behaviors

Health burden

- in 2011 52.6% of NSW adults

were overweight or obese

-22.8% of NSW children were

overweight or obese

- increasing the likelihood of a range of

chronic diseases like heart disease,

cancer, diabetes, kidney disease and

musculo-skeletal conditions

-

-




1.Why was mandatory Kj labelling

in NSW introduced?

Heart Foundation review

2010

kJ labelling in fast

food outlets

BIS Foodservice 2011

www.healthstats.nsw.gov.au

accessed 29 April 2013

Overweight & Obesity, NSW

>16yrs, 2002-2011

Obese

Overweight & Obese

%

0

1000

2000

3000

4000

5000

6000

7000

8000

20052007

20092010

Nu

nb

er

of

ou

tlets

QSR chains

Snack food chains

Growth in Food chains in Australia

NSW Premier- Kristina

Kennelly

http://www.healthstats.nsw.gov.au/http://www.abc.net.au/sundayprofile/stories/2769235.htm




Failure of a voluntary approach 2003-11 Tick in fast Food outlets




2. What was the process?

Intent was to:

Provide clear, consistent nutrition (energy) information across fast food

chains

Ensure consumers were better informed and encouraged to make

healthier choices

Ensure fast food outlets were compliant with the regulations

Make a positive contribution to strategies designed to reduce

overweight, obesity and chronic disease




NSW Legislation

Applies to fast and snack food outlets (Feb

2012)

Supermarkets (Feb 2013)

Covers those (Fast food/supermarkets)

or

Requires

Display of kJ content on 'standard food

items'

Display of the reference statement

average adult daily energy intake is




Sample signage - Compulsory Kilojoule (kJ) labelling

KJ displayed alongside price in same size

Reference statement must be displayed on each menu board




8700 kJ Education campaign

Strategy focussed on an integrated approach to help consumers:

1. Notice information on menu boards

2. Understand kilojoules as a measure of energy

3. Put kJ information into context eg % of daily intake

4. Reduce kJ intake




$1.18M

Target group: 18-24 year olds

Modest advertising spend

Campaign features




& Digital

Campaign Delivery




8700 Consumer Campaign

Advertising Digital




3. What was the response of industry?

Cautious but not obstructive

McDonalds played a strong leadership role

Requested that laws be uniform across all

states and territories

Prompted reformulation of some food

options




Factors that contributed to

Strong stakeholder engagement from

One-on-one and industry wide assistance

10 early adopters

Representation on the Fast choices kJ

Advisory Committee




4. What have been the measures

of success?

Education campaign outcomes

Compliance

Uptake in other jurisdictions




8700 kJ Campaign Evaluation

Methods

Online survey (500 general pop +200 18-24 years )

Intercept survey (800 across 14 locations)

3 time intervals

Aim

Assess changes in consumers

Knowledge and awareness of

kilojoules

Beliefs , attitudes and intentions about

foods with displayed kilojoules

Recall/ use of campaign materials




improved awareness of average daily kJ intake (increase from 5% to 19% in

intercept survey)

Increased levels of noticing kilojoule information in outlets (increase from 54%

to 75% in online survey)

Decreased kJ purchase (down 519kJ) calculated from intercept responses on

items purchased at visit

A positive level of spontaneous awareness and higher prompted recall of the

campaign amongst 18-24 year olds than the general population

General perception that the campaign was informative, believable, and relevant

49% believed the campaign was necessary

Evaluation results




More than 1 million reached

Evaluation Digital strategy

8700kJ Dec 2012 April 2014

App downloads 100,000 250,000

App visits 560,000

Website visits 213,000 630,000




Online survey

15 - 20 minute survey

~ 1000 NSW residents

Wave 1 Nov 2012

Wave 2 April 2013

Weighting for representativeness of NSW residents

Supermarkets




Supermarkets

Increase in nominating the

correct range for the average

daily intake (10% to 14%)

~ 80% notice nutritional

(5% to 10%)




Social media & engagement




Industry Compliance kJ displays

12 months following implementation the authority visited 150 outlets

from the 39 chains

35 of the 39 compliant

Issues included:

- lack of an energy label on some promotional posters

- lack of reference statements on some boards, cabinets or

promotional posters

- Illegibility of wording or incorrect font size




Industry Compliance energy

values

10% of standard food items from various food chains were analyzed

for consistency between stated kJ value and energy content

Where differences of greater than 20% occurred

-A further sample of the food item from 3 different outlets were tested

-Where differences persisted the Food Authority took it up with individual

food chain companies

- As small number identified who had variances have now been corrected

Second wave of compliance for display boards and energy values

about to commence.




Uptake in other Jurisdictions

Agreement by state and territory Ministers for Food Regulation to adopt the

NSW legislation was hugely influential

Gave chains confidence to rollout nationally

Current status

NSW (2012)

SA and ACT (2013)

Queensland formally announced (2015)

Victoria and Tasmania close to

announcement




5. Where to next?

2012 Review key recommendations:

Continue to implement menu labelling legislation in fast food outlets

and supermarkets

Conduct a second wave of Monitoring industry compliance

Integrate our 8700 campaign into a new broader overarching Make

Health Normal campaign




Make healthy normal- a program to

Launches mid June 2015

in relation to kJ

Expands application of kilojoule intake and

expenditure beyond menu boards into a range

of every day settings

8700 integration into a new

overarching campaign




Creating Healthy Food Environments

Options to

improve the

food

environment

mandatory kilojoule labelling in fast food · 2015-06-08 · ©2014 national heart foundation of...

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