Diageo to offer consumers full calorific and nutritional data

19 January, 2016

Diageo will offer consumers detailed calorific and nutritional information about its range of brands, the group has announced.

The information will be available on What’s In My Drink section of Diageo’s responsible drinking website, DrinkIQ.com.

For the first time consumers will be able to access a full breakdown of the alcohol and calorific content of a standard serve of each brand, together with the quantity of carbohydrate, protein, saturated fat, sugar, caffeine and salt.

The latest announcement is an extension of Diageo’s commitment in March 2015 to provide consumers with alcohol and nutritional information.

Diageo’s move is response to consumer research, which shows that 76% of people in the UK believe it is the brand’s responsibility to inform them about the health impact of their products.

Just 27% feel properly informed on health issues at the moment.

Carolyn Panzer, alcohol in society director, Diageo said: “As people become more and more interested in their diet and lifestyle choices, we need to play our part.

“We know that consumers want nutritional information about what they drink – just as they do with the foods they eat; they also want a clear and easy way to know how much alcohol they are drinking.

“We believe passionately in helping people to understand what’s in their drink and to make informed choices about drinking or not drinking. Alcohol is alcohol. There is no drink of moderation – only a practice of moderation.”

Other features of DrinkIQ.com include a Drinks Calculator to help consumers assess their alcohol and calorific intake, and information on how a range of individual and lifestyle factors impact on the body’s reaction to alcohol.

The site also seeks to explode some common myths about alcohol.

DrinkIQ.com was launched in 2008 and is now available in 24 countries, with bespoke content for each.

AB InBev made a similar commitment earlier this year.

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