Reformulation poll results: Lower salt and fat not always a selling point

By Elaine Watson

- Last updated on GMT

Related tags: Nutrition

Mmmm... Now with 30 percent less fat?
Mmmm... Now with 30 percent less fat?
Cutting salt and fat might be the right thing to do, but shouting about your reformulation efforts on pack is not always going to help you shift more product, according to the results of our latest FoodNavigator-USA poll.

Almost half (44.9 percent) of respondents advised reformulation by stealth, while a further 28.6 percent believed communications should be category/product specific.

In other words, less saturated fat or lower sodium might be a selling point in some products but not others.

Almost a fifth (17.3 percent) felt too much time was spent on reformulating products in the first place, while just 9.2 percent felt that actively promoting fat, salt or sugar reduction on pack would always drive sales.

Readers were given four options to select from in response to the question: Should reformulation be promoted on pack, or is a 'stealthy' approach better?

  • Fat, salt and sugar reduction sells, so shout about it on pack!
  • It depends. Low fat, sugar, salt is a selling point on some products but not others.
  • Reformulate by stealth. Great taste and innovation drive sales, not less sodium/fat.
  • Too much time is spent on reformulation. Skinny muffins won't tackle obesity...

Here’s what you thought:

Click here ​ for a UK perspective on the challenges surrounding communicating saturated fat reductions.

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1 comment

Numbers of respondents

Posted by Fern,

Interesting poll... But so that the results can be put in context can you please include respondent numbers or any demographic info? Thanks

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