One year ago, we launched the initiative to provide consumers in Europe with full ingredients and nutritional values for our beers; both on label and online. As the world’s leading brewer, we believe we have a responsibility to our consumers to clearly provide the information they need to make smarter choices that are right for them.
That is why we took a bold step one year ago and started providing our consumers with ingredient and nutritional information (the ‘Big 7’: energy values, fat, saturated fats, carbohydrates, sugars, proteins and salt) on our labels and online.
We are putting ingredient and energy information on our primary consumer facing packaging (e.g. bottles and cans) and add the rest of the Big 7 on our secondary packaging (carton boxes, shrink wraps etc). We provide this information per 100ml and per serving size.
New labels, cans and packaging have to be created and produced as part of an on-going cycle of updating our packaging. Given the nature of this process, we have set as a target to reach 80% of our European volume by the end of 2017. Today, already more than half of our consumer facing packing in Europe carries the information. In December, the first Jupiler with ingredient and energy information on its label was launched in Belgium. But also other big brands like Budweiser in the UK and Beck’s in Germany already have the information on their labels.
In addition to phasing in our new labels and packaging, we provide all the information about our beers on our online platform: Tap Into Your Beer. This website shows the full ingredient and nutritional information for each of our beers. In addition, consumers have the possibility to filter based on alcohol by volume or types of grain, for example. A link to the Tap Into Your Beer website is mentioned on our beer labels so that consumers can easily access the information with their smartphones.
We look forward to sharing our progress with you and continue our journey to make full consumer information on beer the new normal.