Responsible marketing communications
FrieslandCampina wants to help consumers make well-informed choices for a healthy and well-balanced diet. Therefore we apply rules and objectives for clear, honest and transparent marketing communications and label information. These rules have been described in the FrieslandCampina Corporate Standard for Responsible Marketing Communications and FrieslandCampina Corporate Standard for Nutritional Information.
Objectives and results
FrieslandCampina carefully deals with its marketing communications and its packaging provides clear and transparent information about nutritional value:
Yearly objective: Every year minimally 98 percent of TV advertising of FrieslandCampina in the EU complies with the commitments of EU pledge.
Score 2017: 95,6%
Score 2016: 98,6%
Score 2015: 98,4%
Yearly objective: Every year 100 percent of brand websites of FrieslandCampina in the EU complies with the commitments of EU pledge.
Score 2017 (including social media profiles): 100%
Score 2016: 100%
Score 2015: 100%
Objective 2020: 100% of the relevant consumer packaging will show the reference intake energy icon.
Score 2017: 83%
Score 2016: 59%
Score 2015: 35%
Objective: FrieslandCampina communications comply with the rules described in the FrieslandCampina Corporate Standard for Responsible Marketing Communications.
FrieslandCampina Corporate Standard for Responsible Marketing Communications
The FrieslandCampina Corporate Standard for Responsible Marketing Communications is based on, among others, the code of the International Chamber of Commerce and contains global rules for FrieslandCampina marketing communications targeted at adults and children.
In the year 2012, FrieslandCampina joined the EU Pledge. This is a voluntary initiative of major food companies and includes commitments about advertising for food products aimed at children under 12 years of age. Compliance with the commitments is annually monitored by an independent party in a representative selection of EU member states, the results are published.
‘Breast is best’ is a clear and simple slogan with an important message for mothers with infants. Unnecessarily quitting breast feeding can be detrimental for (vulnerable) infants. Especially in countries where safe water is not a matter of course and where the economic sources to purchase commercially available products are not guaranteed.
This is why in 1981 the World Health Organisation (WHO) set rules concerning the marketing of breast milk substitutes in the WHO Code. The ‘Breast is Best’ slogan and the content of the WHO Code have important consequences for health care professionals, researchers, producers of breast milk substitutes, retailers and everyone else involved. It is important that all FrieslandCampina employees and distributors who are involved in the marketing and sales of its (branded) foods for infants and young children, are aware of the importance of ‘playing by the rules’, e.g. by not idealizing breast milk substitutes in their marketing activities. For this reason, FrieslandCampina has written its Policy for the Marketing of Infant Foods. How the guiding principles in that policy relate to the different articles in the WHO Code is described in the FrieslandCampina Corporate Standard for the Marketing of Infant Foods.
FrieslandCampina wants to provide transparent and uniform nutritional information to help consumers make healthy choices. We globally apply rules based on legal guidelines with respect to the provision of nutritional information. Our consumer packages include at least the following information:
- Energy icon (including % RI or GDA) with the energy content (kJ/kcal) per serving.
- Nutrition table including information about the amount of protein, sugar, fat and salt per 100 grams and, if possible, supplemented with information per serving and as a percentage of the reference intake (RI within the EU and GDA outside the EU).
- Healthy choice logo (e.g. Choices logo), if available in the country concerned and provided that the product involved meets the nutritional criteria.
To our websites and other communication materials (except advertisements) applies that the content of the nutritional information table is mandatory.
Example of a nutrition table made according to the FrieslandCampina Standard (in Dutch).