As Campbell Soup’s incumbent boss Denise Morrison argued in a recent presentation to analysts, sodium reduction is important to some consumers, but it is not a killer USP.
Indeed, many firms have chosen to conduct reformulation work ‘by stealth’ because they fear telling consumers what they are up to will not shift more products, and might even have the opposite effect.
So what should manufacturers committed to lowering fat, sugar and salt do? Quietly get on with it, or tell the world how much healthier their products are becoming?
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