Wall’s commitment to responsible nutrition

The ‘Specially for Kids’ logo across Max/Paddle Pop kids portfolio reassures parents that the ice creams meet Unilever’s responsible nutrition criteria while combining fun tastes, textures, shapes and colours.

Ice cream as part of a balanced diet

Young girl enjoying a Walls Twister

Ice creams which carry the ‘Specially for Kids’ logo have been developed for children to enjoy as part of a balanced diet and lifestyle.

The logo, in conjunction with explanatory information, was introduced across 38 different kids ice cream products sold in multipacks across 14 countries in Europe and in Turkey in 2013 to help parents in choosing a treat for their children.

In 2014 it will be implemented in Asia and Latin America on the Max and Paddle Pop brands. Max, as it is known in Europe, Turkey and Latin America, or Paddle Pop, as it is known in other parts of the world, is the kids-focussed brand in the Wall’s global ice cream portfolio.

Tackling the weight challenge

Around 200 million school-aged children around the world are either overweight or obese.

As part of Unilever’s commitment to helping 1 billion people to improve their health and wellbeing through the Sustainable Living Plan, we have set nutritional limits so that 100% of our children’s ice creams will contain no more than 110kcal per portion by the end of 2014. After finalising our reformulation work in 2013, we are well on track to meet this 2014 target.

Ice creams displaying the ‘Specially for Kids logo’ also contain no more than 3g saturated fat per portion and no more than 20g added sugars per 100g.

Rachel Willcocks, Nutrition & Health Manager, Ice Cream at Unilever, says: “At Wall’s, we believe that there’s a place for occasional treats within a healthy, balanced diet and active lifestyle. We believe these should be formulated and marketed responsibly.

“We have set nutritional limits to our range of children’s ice creams whilst combining fun tastes, textures, shapes and colours so parents can be reassured that they meet our responsible nutrition criteria.”

Working with parents

At Wall’s we believe that feedback from consumers and health professionals is important for the development of our products.

In Turkey, we conducted an online survey with 53 dieticians and 500 mums with children aged between 6 and 13. Some 94% of dieticians and 93% of mums agreed that there should be a logo on products specially made for children to distinguish them from other treats.

When asked if mums could let their children eat ice cream as part of a balanced diet, 77% of dieticians agreed. Furthermore, 91% of mums said that they let their child willingly consume ice cream as part of a healthy balanced diet.

From all of our feedback we’re confident that we have taken the right approach and we will continue to ask consumers and health professionals for their opinions in the future.

Read more information about the Specially for Kids logo.

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