Abstract
Background: The National Heart Foundation Tick Programme is a front-of-pack signpost labelling programme designed to help consumers identify healthier choices within a food category. Food manufacturers typically reformulate or develop new products to achieve nutrient criteria. The impact of these changes on the saturated and trans fat content of the food supply has not been evaluated previously.
Objectives: This mixed methods research aimed to evaluate the impact of the Tick Programme between 1st January 2011 and 31st December 2013 on the saturated fat (and other Tick nutrient) content of newly licensed products, specifically focussing on food categories contributing the greatest amounts of saturated fat to the New Zealand diet. Factors influencing manufacturers’ decisions to develop these products and participate in the Tick Programme were also explored.
Methods: New Zealand Adult and Children’s Nutrition Survey findings were used to identify twelve food groups contributing at least 4% saturated fat to the diet. Nineteen equivalent Tick food categories were screened for feasibility and eligible products; five categories with eligible products were analysed: edible oil spreads, yoghurt and dairy desserts, frozen desserts (dairy and soy), ready meals, and processed poultry. To quantify impact, the change in saturated fat content (and other Tick nutrients) was multiplied by the sales volume (kg) during the study period. Nutrient data was sourced from independent laboratory reports, food manufacturers, and nutrition information panels (baseline data for new products). Sales data was obtained from food manufacturers and a market research company. Semi-structured interviews with representatives from four food manufacturers were transcribed and analysed using thematic analysis methods.
Results: Forty-one eligible products (28% of all Tick products in these five categories) were responsible for removing 126.7 tonnes of saturated fat from foods sold in New Zealand over the three-year period, whilst concurrently removing ~18 tonnes of trans fat (edible oil spreads only), ~3 million MJ of energy, ~3 tonnes of sodium and adding almost ~3 tonnes protein.
Interviews revealed manufacturers monitored market trends and responded to consumer demand for healthier products that taste good; they used health as a marketing strategy. They were also aware of population health issues and felt a sense of responsibility to offer consumers healthier options. The Tick Programme was cited as a major external driver of saturated fat reduction; however, its influence appeared to be limited to certain food categories and overshadowed by current interests in sugar. Participating manufacturers perceived Tick as a credible and well-recognised logo in New Zealand, but they wanted evidence of its effectiveness as a sales driver.
Conclusion: This limited snapshot indicates recent Tick activities have been responsible for removing a significant amount of saturated and trans fat from foods sold in New Zealand, which may improve cardiovascular health. Greater impact could be achieved if high sales volume supermarket products and quick service restaurants are targeted. However, Tick credibility and influence as a purchase driver must be maintained. To remain relevant, the feasibility of adding a sugar criterion needs consideration. Finally, the Tick Programme should be evaluated routinely to assess its impact on the food supply, sales, dietary intakes and potentially, cardiovascular disease.