AB InBev empowers consumers with calorific information pledge

06 January, 2016

AB InBev is to offer UK consumers full calorific information on its products, the global brewing giant has announced.

The group has pledged to print full ingredient and energy information on primary packs, with information available as both per 100 ml and per portion size.

Full ingredient and nutrition information – covering energy values, fat, saturated fats, carbohydrates, sugars, proteins and salt – will also appear on the company’s secondary packaging.

Further product information will be available to consumers via the group’s Tapintoyourbeer.com website.

The group aims to have repackaged 80% of its European product line by the end of 2017.

The announcement follows the publication of research commissioned by AB InBev which reveals UK millennials to be more calorie conscious than either older age groups in the UK or their European contemporaries.

Some 48% of 18- to 29-year-olds in the UK actively look at calorific information on their drinks, compared to 35% for the population as a whole.

However, less than 20% of UK adults are aware of the calories in their beer, the Ipsos Mori survey revealed.

The research also showed that on-pack details, brand websites and other online sources as the preferred sources of nutritional information for UK consumers, polling 67%, 54% and 43% respectively.

Anna Tolley, legal and corporate affairs director at AB InBev UK, said: “Consumers are getting savvier about their daily calorie consumption and are actively looking at nutritional information.

“While the EU continues to discuss the best way forward for nutritional labelling in our industry, we want to give consumers the information they need at their fingertips to make well informed choices and enjoy our products responsibly.”

AB InBev’s announcement follows similar announcements by both Diageo and Treasury Wine Estates last year.

However, AB InBev’s commitment extends beyond European brewing’s representative body Brewers of Europe recommendations in offering both per-serve information as well as per 100 ml.

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