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CONFECTIONERY CONVERSATION: RESPONSIBLE RETAILING
package or on the label. Aside from labelling, other threats to
the confectionery category have emerged, such as the UK Government’s proposal to restrict volume-based price promotions of HFSS food and drink (for example, ‘buy one, get one free’). It is also looking to restrict placement of
HFSS food and drink at prominent areas of stores, such as checkouts, aisle ends and store entrances. “ETRC, together with our members,
UKTRF, brands and retailers active in the UK, is currently seeking an exemption from the proposal for operators in the duty free and travel retail channel, as we believe our channel falls clearly out of scope from the policy objectives outlined in the consultation (i.e. fight against childhood obesity),” says Lassaigne. “We are confident that with the right
Maud Geerbex, Mars ITR.
“Product information is accessible directly from the barcode on the packaging which can be scanned using a smartphone or in- store scanner facilities, or accessible via a website,” Lassaigne reminds TRBusiness. Consumer research took place in
December 2018 at Hamburg Airport to collect travellers’ feedback on the pilot version of the digital platform. “The findings showed great potential
for acceptance of the system by travellers and will be used to make any necessary adjustments with a view to rolling out the solution on a bigger scale,” says Lassaigne. In the meantime, ETRC continues
engaging with EU policy-makers to seek a legislative solution that would formally allow for product information to be provided by means other than on the
Interesting fact:
According to a study conducted by Swiss travel retail & duty free research group, m1nd-set, 40% of travellers shopping in DF&TR say it is of critical importance that the ‘candy’ or sugar confectionery items they buy are made with no artificial flavours or colouring. Thirty-four percent also said that
it was critically important that these products were sugar-free. Seventeen percent said ‘natural
ingredients’ were ‘top of mind’ aspects when buying.
MAY 2019
engagement, we can get our voice heard. We have seen this in Ireland where the recently adopted Public Health (alcohol) legislation allows for specific conditions for the provision of consumer information on alcohol sold at airside airport duty free and travel retail shops. These can be met through the use of instore signage and notices instead of on-pack labelling.” Of course, ETRC does not work alone
and as already mentioned it needs the full support of retailers and confectionery suppliers in order to more effectively protect the industry.
Promoting portion control For its part, Mars Wrigley Confectionery is reducing the sugar content in its products and promoting portion control by offering items of a smaller size and often in individual packaging. “We are dialling back calories, trans-
fats and sugars, while dialling up smaller portion-size offerings and consumer information,” Maud Geerbex, Corporate Affairs Director for Mars International Travel Retail, tells TRBusiness. “By the end of 2017, Mars Wrigley
Confectionery was 99% compliant with its goal to limit all chocolate and confectionery products to 250 kcal per portion. “To build on this commitment and
increase consumer choice, we’ve also started to launch packs with even fewer calories. “Mars is also highlighting the benefits of
products like sugar-free gum that can help protect oral health.” Mars says it displays calorie Guideline
Product information is accessible directly from the barcode on the packaging which can be scanned using a smartphone, instore scanning facilities, or accessible via a website.
Daily Amounts (GDAs) or the equivalent on the front and back of all its packaging. “We’re proud to be one of the first global food and drink companies to provide guidance on how often our more indulgent meal offerings should be consumed,” adds Geerbex. She also reveals that Mars was one of
the first companies to launch a ‘responsible marketing code’ back in 2007, applied to all its marketing and communications for ‘human food products’, which comprise a range of commitments. One of these means no advertising to
children younger than 12 years of age; or under 13 years for digital communications. Mars also refrains from using celebrities and licensed characters that appeal to children under the age of 12. “Our M&M’S character guidelines focus
the actions and speech of the characters toward an audience older than 12 years of age and we emphasise their mature personalities and adult characteristics through all communications,” says Geerbex, “We promote responsible promotions
that don’t target children or encourage anti-social behaviour.”
TRBUSINESS 17
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