IGD has launched a new framework to help organisations move the population’s diet closer to the UK government’s Eatwell Guide, which is claimed to be the foundation for healthier, more sustainable diets.
IGD’s ‘Framework for Population Diet Change’ shows how companies can accelerate healthy sustainable diet (HSD) adoption, while engaging consumers and importantly, delivering commercial value growth.
The framework identifies seven practical levers that businesses can use across the whole organisation to drive diet change. Each lever supports progress to a healthy and sustainable diet in ways that are said to be practical and will deliver even greater impact. The report showcases real-world case studies in support of each lever, featuring organisations that are making good progress in this area.
These levers are:
- Value case: reframing dietary change as a growth opportunity
- Business integration: commercial ownership and KPIs, healthier basket mindset and cross-functional governance and upskilling
- Data: embedding sales with nutrition data, integrating with commercial decisions and shared SKU-level environmental and health metrics
- Supply chain: farm-to-fork partnerships, shared reporting and metrics, and reducing exposure to volatility
- Innovation: considering health and environmental impact alongside margin, and introducing next-generation technology
- Consumer behaviour: nudging consumers towards healthier choices through placement, promotions & marketing within stores and digital channels
- Policy & sector alignment: joined-up policy implementation and consistent reporting
Kirsty Saddler, Director of Health & Sustainability Programmes at IGD, commented: “Latest NDNS data shows that now less than 0.1% of UK adults achieve all the recommendations set out in the Eatwell Guide. People want to eat more healthily and sustainably, but it is too costly, complex and inconvenient in today’s food system. Many of the solutions for change exist in our industry but are not employed in sufficiently consistent or integrated ways across organisations to ‘turn the tide’.
“System-wide change is needed, and the seven practical levers set out in our framework are proven to work by leading organisations across the food sector. We will continue to develop the framework to inform change for the health of the population, businesses and planet. Our aim is to provide businesses with a consistent, practical and strategic approach for long-term progress.”
For more detail on the seven levers, including case studies on companies’ actions and results in each area, read IGD’s latest report: ‘Framework for population diet change’.
