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Table 1 Overview of considered product reformulations and categories

From: Reducing calorie sales from supermarkets – ‘silent’ reformulation of retailer-brand food products

Product Change in energy density (%) Date of reformulation Category products Reformulated product’s share of category’s calorie turnover Reformulated product’s share of category’s sales value
  Kcal/ 100 g Week/ year   Per cent Per cent
Mayonnaise 720→600 (17) 36/2013 Private-label mayonnaise, Private-label light mayonnaise, Unbranded lemon mayonnaise, Brand 1 mayonnaise (tube), Brand 1 mayonnaise, Brand 1 lemon mayonnaise 51 38
Fruit yoghurt Orange Peach melba 93→77 (17) 90→74 (18) 14/2013 Private-label peach melba yoghurt, Private-label orange yoghurt, Banana/pear yoghurt, Pineapple/orange/mango yoghurt, Peach/passion fruit yoghurt, Berry-flavoured yoghurts, Low-calorie berry-flavoured yoghurts, 15 6 11 5
Pumpkin seed rye bread 240→232 (3) 22/2013 Private-label pumpkin seed rye bread, Private-label sunflower seed rye bread, Brand sunflower rye bread, Brand organic sunflower rye bread 14 12
Toasting bun 280→270 (4) 36/2013 Private-label toasting bun, Private-label whole-grain toasting buns, Brand toasting bun 64 60
Yoghurt bread 270→250 (7) 32/2013 Private-label yoghurt bread, Brand1 wholemilk bread, Brand1 yoghurt bread, Brand2 wholemilk bread, Brand 3 five-grain bread 43 38
Carrot buns 310→281 (9) 22/2013 Private-label carrot buns, Brand1 carrot buns, Brand1 other buns, Brand 2 buns 54 46
Whole-grain rolls 260→240 (8) 22/2013 Private-label whole-grain rolls, Brand1 multi-grain rolls, Brand2 Sandwich rolls, Brand 2 grain rolls, Brand 3 Whole-grain rolls 35 30
Chocolate muesli 410→400 (2) 18/2013 Private-label chocolate muesli, Private-label regular muesli, Brand1 chocolate cereals, Brand 2 chocolate cereals, Brand 3 chocolate cereals 21 21
  1. Note: Week numbers represent the placement of the week in the calendar year. For instance, week 36 in 2013 spanned the dates September 2–8, 2013