2021 Media Kit

New portion size guide for industry launched


With 78% of consumers asking for products to be made healthier without compromising on taste, research and training charity IGD has recently published a new guide for UK food businesses to help them review and set portion sizes. The guide, which identifies opportunities to reduce portions where appropriate, is designed to help consumers reduce their calorie intake.
According to IGD, the guide has been developed following extensive consultations with industry players. It is based on qualitative consumer research on eating out, on the go and in the home. Using three different scenarios, the guidance offers step-by-step support for companies looking to:
· Downsize an existing product
· Set the portion size for a new product
· Review portion information on labels of ‘multi-serve’ products

Hannah Pearse, head of Nutrition and Scientific Affairs at IGD, said: “We know that portion reduction is an important topic for consumers. Our research shows that 88% of shoppers want to improve their diet in some way and that one in five of those looking to eat more healthily is trying to eat smaller portions. With obesity in the UK at an all-time high, we want to help companies reduce portion sizes without compromising on shopper satisfaction.”
She added: “Many foods and drink businesses are already taking significant steps to make their products healthier, through reformulation, labelling and innovation. However, identifying opportunities to reduce portion size can be complicated, which is why we have been working with industry on comprehensive guidance to make the process simpler and more consistent. Today’s guidance is intended as another tool to support companies’ strategies to meet national public health targets and reduce calorie intake.”
The guide is available to download at www.igd.com/portionsize

Photo caption: IGD said portion reduction is really an essential topic for consumers.
(Image from Pixabay)

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