Commitment details

Information about the commitment

Submission number 1447949468140-1722
Submission date 2015-11-23 12:00:17
Owner of the commitment Heineken (International)
Title of the commitment Provision of nutritional and ingredients information to consumers on label for all HEINEKEN beers in Europe
Commitment summary We are an active advocate of increased transparency to consumers and a lot of our brands already carry nutritional information and ingredients declarations on label. We have now committed to provide ingredients and nutrition information on pack for all our beer brands in the EU. We will include ingredients and energy values (kcal) per 100ml. Furthermore, we will include a link on pack referring to a website where consumers can obtain further information on fat, sugars, protein and salt. This is how the EU has regulated the information for other products and beverages and we believe this is the right approach and allow consumers to make fair comparisons between different beverages. As Europe's largest brewer, we have many beer brands sold in many markets but our aim is to complete the implementation of this plan by end 2016. In addition, we fully support the pledge of the Brewers of Europe, of which we are an active member, to provide more information on ingredients and nutrition to all beer consumers in a standardised way.
Link to further information relating to the commitment
Forum members, associated with the commitment
Information about Forum members co-owning the commitment

Contact Point

Contact name Sarah Boselli
Organisation HEINEKEN International
Title/Position Head of EU Public Affairs
Address
Tweede Weteringplantsoen 21
1017 ZD Amsterdam
Netherlands
Tel
Fax
Email sarah.boselli@heineken.com
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point
  • [Hungary] Maria Palfalvi
  • [Slovenia] Jernej Smisl
  • [United Kingdom] Jeremy Beadles
  • [Netherlands] John-Paul Schuirink
  • [Spain] Jorge Paradela
  • [Slovak Republic] Hana Simkova
  • [Romania] Flavius-Adrian Cimpian
  • [Portugal] Nuno Pinto de Magalhaes
  • [Poland] Kamil Mirowski
  • [Italy] Alfredo Pratolongo
  • [Ireland] Kathryn D'Arcy
  • [Greece] Minas Mavrikakis
  • [France] Khristelle Robic
  • [Czech Republic] Jiri Hauptmann
  • [Other] Croatia: Ljudmila Bratko
  • [Bulgaria] Kiril Georgiev
  • [Belgium] Loebrecht Lievens
  • [Austria] Gabriela Straka

Information about the commitment

Background to the commitment (if any) All foods and beverages are covered by the EU Regulation1169/2011 on Food Information to Consumers. However, when it comes to ingredients listing and nutrition declarations, there is currently an exemption for alcoholic beverages of more than 1.2% ABV (alcohol by volume). We believe that consumers should be able to compare the ingredients and nutritional declarations amongst all beverages, which is why HEINEKEN together with the Brewers of Europe have decided to go beyond current EU regulations and provide this information too, doing so per 100ml as is currently legally required for the rest of the food and drinks industry.
We already have such labels in some of our markets in Europe and HEINEKEN has now decided to extend this and provide ingredients and nutritional information on pack on all our beer brands in Europe by end 2016. In addition, a weblink on pack will refer to a website where more information is available to consumers on sugar, fat, proteins and salt.
Priority areas
  • Develop efficient common approaches to provide adequate consumer information
Start date Nov-2015
End date Feb-2018
Member states
  • Austria
  • Belgium
  • Bulgaria
  • Czech Republic
  • France
  • Greece
  • Hungary
  • Ireland
  • Italy
  • Netherlands
  • Other
  • Poland
  • Portugal
  • Romania
  • Slovak Republic
  • Slovenia
  • Spain
  • United Kingdom
Type of commitment activities (principal) Consumer information
Type of commitment activities (secondary)

Information on monitoring

Objectives We will complete the roll out of our commitment to provide nutritional and ingredients labelling, including energy values (kcal/100mL) on label for all our beer brands by end 2016. Every operating company will set its own calendar to reach the deadline, depending on production requirements and planned updates and changes to labels.
We will submit an interim report on the progress achieved after one year (early 2017) and a final report in 2018 to allow time to measure the impact.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) This commitment is in line with the priority of the Forum to "Develop efficient common approaches to provide adequate consumer information". This commitment also fits within the context of the 2014-2016 CNAPA Action Plan on Youth Drinking and on Heavy Episodic Drinking, as part of the operational objective to "encourage health related information including alcohol related risks on alcoholic beverages to help consumers make informed choices" (Action Area 1).

Input indicators

Number of people involved Significant.20+people pilot team.1 contact & teams in all Operating Company
Time spent (Man/hours) Significant.20+people pilot team.1 contact & teams in all Operating Company
Cost (please indicate in €) Significant. This is confidential info, can't be disclosed.
Other

Information on monitoring

Number of people reached Number of citizens above the legal drinking age
Number of people in the target group reached Nb of beer consumers in the EU Member States where we operate
Number of participants in different activities
Web site visitors We will track & report on visitor numbers to the dedicated website(s)
Number of products Featured on all packaging types (portfolio of +-160 beer brands in EU)
Number of pamphlets/adverts
Established number of contacts
Other

Outcome and impact

Short term ing&nutr info on-pack+weblink.All beerbrands in EU MS where we operate
Medium Term ing&nutr info on-pack+weblink.All beerbrands in EU MS where we operate
Long Term Level of consumer awareness of new labelling&beer ingred.+kcal/100mL

Evaluation details

Tool use
  • External evaluators
  • Internal evaluators
Type of methodology
  • Questionnaire
  • Structure interviews
  • Control groups

There is no report yet for this commitment