Because we care about the quality of our baking and the health of our customers we’ve set targets to improve the nutritional value of our cakes and pies while ensuring that we never compromise on taste. Over the past few years we’ve been an enthusiastic supporter of the Department of Health sponsored Public Health Responsibility Deal and have fulfilled some major commitments. These include:
- Removing artificial trans fats from all of our products
- Reducing salt levels by nearly 300 tonnes across more than 600 products since 2010 and committing to deliver further salt reductions by 2017
- Reducing calories across one third of our range by the end of this year
- Voluntarily introducing the Government recommended front of pack ‘traffic light’ labelling across all our ranges
And it doesn’t stop there. We’re developing a three-year nutrition plan that will drive reductions in sugar and identify potential alternatives suitable for ‘reduced sugar’ cakes, as well as reviewing opportunities to reduce fat and saturated fat levels to move red ‘traffic lights’ to amber. We’re also looking at calorie-capping our cakes and using more ‘better-for-you’ ingredients like fibre and fruit. The one thing we won’t do, however, is compromise on the exceedingly good quality and taste of Mr Kipling cakes.