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©2014 National Heart Foundation of Australia
Mandatory kilojoule
labelling in fast food
outlets in Australia
What implementation and evaluation has taught us.
27 May 2015
Julie Anne Mitchell
Cardiovascular Health Director
Heart Foundation
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 2
Timeframe February 2009 First meeting of Heart Foundation and academics
from the George Institute Sydney University with
Government
November 2010 NSW State Parliament introduced laws for
kilojoule labelling of fast and snack food chains
February 2012 Major NSW fast food chains required to display
kilojoule (kJ) information on their menu boards
February 2013 Supermarkets required to comply (Ready To Eat
food only)
Kj Labelling Review report tabled in Parliament
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 3
Outline- 5 questions
1.Why was mandatory Kj labelling in NSW introduced?
2.What was the process?
3.What was the response of industry?
4.What have been the measures of our success?
5.Where to next?
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 4
NSW, Australia
Aboriginal people have
inhabited Australia for
over 30,000 years
Discovered by Captain
Cook in 1788
Population of NSW 7.5
million
Population of Sydney 5
million
http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.homeaway.com.au/info/holiday-ideas/holiday-destinations/nsw/sydney-on-a-budget&ei=QYdYVeeuPOWomgX5xYHoDg&bvm=bv.93564037,d.dGY&psig=AFQjCNEA7taiAH8HX0TkYOPwmrIHRhFcAA&ust=1431951195024989http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&ved=0CAcQjRw&url=http://itsoneworldtravel.com/staydu-social-travel/&ei=wIdYVa39Bef6mQXxrYC4Bg&bvm=bv.93564037,d.dGY&psig=AFQjCNGexCWCS_etf_c_eUTmFn9E1U3IgQ&ust=1431951658000935&cad=rja
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 5
Challenges
Rapid changes in lifestyles
Overweight and obesity
Sedentary behaviors
Health burden
- in 2011 52.6% of NSW adults
were overweight or obese
-22.8% of NSW children were
overweight or obese
- increasing the likelihood of a range of
chronic diseases like heart disease,
cancer, diabetes, kidney disease and
musculo-skeletal conditions
-
-
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 6
1.Why was mandatory Kj labelling
in NSW introduced?
Heart Foundation review
2010
kJ labelling in fast
food outlets
BIS Foodservice 2011
www.healthstats.nsw.gov.au
accessed 29 April 2013
Overweight & Obesity, NSW
>16yrs, 2002-2011
Obese
Overweight & Obese
%
0
1000
2000
3000
4000
5000
6000
7000
8000
20052007
20092010
Nu
nb
er
of
ou
tlets
QSR chains
Snack food chains
Growth in Food chains in Australia
NSW Premier- Kristina
Kennelly
http://www.healthstats.nsw.gov.au/http://www.abc.net.au/sundayprofile/stories/2769235.htm
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 7
Failure of a voluntary approach 2003-11 Tick in fast Food outlets
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 8
2. What was the process?
Intent was to:
Provide clear, consistent nutrition (energy) information across fast food
chains
Ensure consumers were better informed and encouraged to make
healthier choices
Ensure fast food outlets were compliant with the regulations
Make a positive contribution to strategies designed to reduce
overweight, obesity and chronic disease
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 9
NSW Legislation
Applies to fast and snack food outlets (Feb
2012)
Supermarkets (Feb 2013)
Covers those (Fast food/supermarkets)
or
Requires
Display of kJ content on 'standard food
items'
Display of the reference statement
average adult daily energy intake is
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 10
Sample signage - Compulsory Kilojoule (kJ) labelling
KJ displayed alongside price in same size
Reference statement must be displayed on each menu board
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 11
8700 kJ Education campaign
Strategy focussed on an integrated approach to help consumers:
1. Notice information on menu boards
2. Understand kilojoules as a measure of energy
3. Put kJ information into context eg % of daily intake
4. Reduce kJ intake
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 12
$1.18M
Target group: 18-24 year olds
Modest advertising spend
Campaign features
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 13
& Digital
Campaign Delivery
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 14
8700 Consumer Campaign
Advertising Digital
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 15
3. What was the response of industry?
Cautious but not obstructive
McDonalds played a strong leadership role
Requested that laws be uniform across all
states and territories
Prompted reformulation of some food
options
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 16
Factors that contributed to
Strong stakeholder engagement from
One-on-one and industry wide assistance
10 early adopters
Representation on the Fast choices kJ
Advisory Committee
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 17
4. What have been the measures
of success?
Education campaign outcomes
Compliance
Uptake in other jurisdictions
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 18
8700 kJ Campaign Evaluation
Methods
Online survey (500 general pop +200 18-24 years )
Intercept survey (800 across 14 locations)
3 time intervals
Aim
Assess changes in consumers
Knowledge and awareness of
kilojoules
Beliefs , attitudes and intentions about
foods with displayed kilojoules
Recall/ use of campaign materials
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 19
improved awareness of average daily kJ intake (increase from 5% to 19% in
intercept survey)
Increased levels of noticing kilojoule information in outlets (increase from 54%
to 75% in online survey)
Decreased kJ purchase (down 519kJ) calculated from intercept responses on
items purchased at visit
A positive level of spontaneous awareness and higher prompted recall of the
campaign amongst 18-24 year olds than the general population
General perception that the campaign was informative, believable, and relevant
49% believed the campaign was necessary
Evaluation results
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 20
More than 1 million reached
Evaluation Digital strategy
8700kJ Dec 2012 April 2014
App downloads 100,000 250,000
App visits 560,000
Website visits 213,000 630,000
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 21
Online survey
15 - 20 minute survey
~ 1000 NSW residents
Wave 1 Nov 2012
Wave 2 April 2013
Weighting for representativeness of NSW residents
Supermarkets
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 22
Supermarkets
Increase in nominating the
correct range for the average
daily intake (10% to 14%)
~ 80% notice nutritional
(5% to 10%)
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 23
Social media & engagement
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 24
Industry Compliance kJ displays
12 months following implementation the authority visited 150 outlets
from the 39 chains
35 of the 39 compliant
Issues included:
- lack of an energy label on some promotional posters
- lack of reference statements on some boards, cabinets or
promotional posters
- Illegibility of wording or incorrect font size
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 25
Industry Compliance energy
values
10% of standard food items from various food chains were analyzed
for consistency between stated kJ value and energy content
Where differences of greater than 20% occurred
-A further sample of the food item from 3 different outlets were tested
-Where differences persisted the Food Authority took it up with individual
food chain companies
- As small number identified who had variances have now been corrected
Second wave of compliance for display boards and energy values
about to commence.
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 26
Uptake in other Jurisdictions
Agreement by state and territory Ministers for Food Regulation to adopt the
NSW legislation was hugely influential
Gave chains confidence to rollout nationally
Current status
NSW (2012)
SA and ACT (2013)
Queensland formally announced (2015)
Victoria and Tasmania close to
announcement
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 27
5. Where to next?
2012 Review key recommendations:
Continue to implement menu labelling legislation in fast food outlets
and supermarkets
Conduct a second wave of Monitoring industry compliance
Integrate our 8700 campaign into a new broader overarching Make
Health Normal campaign
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 28
Make healthy normal- a program to
Launches mid June 2015
in relation to kJ
Expands application of kilojoule intake and
expenditure beyond menu boards into a range
of every day settings
8700 integration into a new
overarching campaign
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 29
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 30
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 31
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 32
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 33
©2014 National Heart Foundation of Australia
Tick in Food Service
J.A. Mitchell Slide 34
Creating Healthy Food Environments
Options to
improve the
food
environment