Quick meals chains and vitamin haven’t historically gone hand in hand, with the time period ‘quick meals’ typically used interchangeably with junk meals. However fast-food chains – in any other case known as fast service eating places (QSR) – are more and more desirous about energy.
So too are shoppers. As of 2022, it’s a authorized requirement within the UK for big companies to show calorie info of non-prepackaged meals and smooth drinks. For a lot of, ordering a big burger on a QSR menu now means weighing up if the displayed calorie depend (which could possibly be greater than 1,000kcal) is value it.
In an effort to chop drawback vitamins – notably fats, salt and sugar – from merchandise, in addition to total energy, QSRs have been reformulating. Whereas a lot of this occurs behind the scenes (with solely a diminished calorie depend on menus for proof) some are being extra public.
KFC UK&I for one, has determined to publicly report yearly on its reformulation journey, kickstarting with 2024. “We predict the transfer in the direction of larger transparency in vitamin throughout QSR is vital in making certain clients have the appropriate info to have the ability to make the appropriate decisions for them,” Jo Tivers, head of meals and high quality at KFC UK&I instructed FoodNavigator.
Reformulating fries and sauce…
One of many QSR’s largest achievements has been reformulating its fries, which reduces energy by 7%. Over the course of a yr, the corporate estimates the transfer cuts 13bn energy. This was achieved by transferring to a thicker potato fry, enabling a decrease ratio of oil per fry when cooked.
“Intentionally making small modifications to the form of our fries has allowed us to cut back the quantity of oil absorbed throughout cooking, lowering energy,” defined Tivers.
In a separate reformulation effort, the corporate additionally diminished the saturated fats ranges in its frying oil (together with that used for its fries) by 10%. Again in 2011, KFC stopped frying its rooster in a palm oil mix and switched to a excessive oleic sunflower and rapeseed oil mix. This enabled a saturated fats discount in its rooster by 25%.
Final yr, the corporate additionally reviewed and reformulated numerous its sauces to cut back salt, sugar and energy. “We now have reformulated the recipes for our sauces in numerous methods,” defined Tivers. “For instance, by reducing the oil content material of our mayo-based sauces.”
…and burgers and fried rooster merchandise
KFC has additionally taken reformulation approaches to its burgers. In recent times, the corporate has achieved a 17% kcal discount in its bun by lowering sugar content material.
“We now have additionally been in a position to preserve the dimensions of the bun the identical whereas lowering the load of it, which means the style is identical whereas lowering energy by 17%,” revealed the meals and high quality lead.
However essentially the most technically difficult product to reformulate up to now has been its Authentic Recipe Hen merchandise – for which KFC (Kentucky Fried Hen) is finest identified.
“Our iconic Authentic Recipe Hen merchandise are naturally difficult to reformulate as a result of we wish to preserve the identical nice style clients love, whereas balancing dietary enhancements.
“We now have taken a gradual method to salt discount in our unique recipes so our clients don’t lose their favourites, whereas on the identical time making optimistic modifications.”
Sugar-sweetened drinks have been a spotlight space for KFC, which made the choice in 2021 (three years after the UK ‘sugar tax’ got here into pressure) to take away all drinks containing extra sugar than the levy threshold – 5g sugar per 100ml.
“We needed to take away sugar throughout our menu and smooth drinks have been a key space the place we may try this,” defined Tivers. “By eradicating full sugar Pepsi alone we took eight billion energy a yr out of our menu.
“We nonetheless serve a terrific vary of low sugar and sugar-free decisions together with Pepsi Max, 7up Free, and our scrumptious Watermelon and Lime Southern Refresher.”
A four-pronged method to vitamin progress
KFC UK&I compares all meals in its menu towards the UK Nutrient Profiling Mannequin, which can be utilized by authorities to outline meals which can be excessive in fats, salt and sugar (HFSS).
To enhance the dietary credentials of its foods and drinks merchandise, KFC takes a four-pronged method: including new, more healthy merchandise to its menu; working with exterior companions for ‘goal scrutiny’, growing the transparency of vitamin info; and reformulation.
Nudging shoppers in the direction of more healthy decisions
Trying past product reformulation and innovation, the QSR main is sinking its tooth into nudge idea. In 2022, KFC partnered with the College of Durham within the UK to higher perceive efficient behavioural interventions able to nudging clients into selecting more healthy choices.
To this point, the partnership has recognized three features of behaviour that could possibly be take a look at to assist drive modifications: framing, scripting, and norming. “We now have put this into apply, for instance utilizing ‘framing’ – or growing consciousness – to discover how we are able to change how we current our meals to clients on-line,” revealed Tivers.
What does ‘nudging’ imply?
Nudge interventions are linked to the patron surroundings, which might be altered to encourage explicit buy behaviour.
In meals, nudge interventions are more and more used to maneuver shoppers in the direction of more healthy or extra sustainable eating regimen decisions, whereas following liberal ideas of free alternative.
In response, the corporate has created a particular lunchtime menu tab designed to make it simpler for purchasers to see the lighter choices out there at lunchtime. KFC’s lighter meal choices embody its Ricebox and Tornado merchandise, all flavour variants of that are non-HFSS are available beneath 550kcal per serving.
“We now have been trialling this work on a few of our supply channels and shall be contemplating the findings and the way we are able to incorporate any useful learnings.”
What ought to we count on from the 2025 vitamin progress replace?
Because it stands, 65% of the corporate’s particular person merchandise on its menu are non-HFSS. KFC needs to extend this proportion year-on-year, and by 2025 hopes to have achieved 70% HFSS compliance.
To get there, the QSR main will lean on new menu improvements in addition to reformulating its present menu objects. KFC additionally has plans to develop a sales-based goal for the quantity of HFSS and non-HFSS menu objects offered. Additional, by 2025, 75% of selectable objects in its Children Bucket Meal shall be non-HFSS.
“We now have made a begin, however the reality of the matter is we’re not the place we wish to be on vitamin,” mentioned Meg Farren, basic supervisor at KFC.
“Whereas we’ll by no means cease offering fried rooster throughout our menus, behind the scenes we’re persevering with work on ensuring that any journey to KFC affords nice high quality, recent, nutritious choices, at nice worth for purchasers. By being open and clear concerning the motion we’re taking, we hope we are able to convey others on this journey with us.”
