Tagged 'nutrition'

Lurpak celebrates healthy ingredients in launch of Lightest butter

Lurpak has been setting the bar for food advertising in the U.K. for some time. The premium butter brand is a champion of real cooking, using extreme close-ups and unusual perspectives of hero ingredients together with charming voiceovers delivered in Rutger Hauer’s distinctive, sultry tones to build an inimitable advertising style. But while its “Saturday Breakfasts,” “Kitchen Odyssey” and “Bake Club” campaigns have left us salivating, these days the sight of a chunky dollop of butter sizzling in a saucepan may prove off-putting for those anxious about calories and cholesterol.

With health and wellness continuing to preoccupy consumers everywhere, Lurpak has introduced a Lightest variant to its portfolio, and celebrates the color and variety of healthy ingredients in the “Wonderful and Wise” launch campaign. Print and outdoor feature a rainbow of dozens of types of fresh fruit, vegetables, fish and grains, and a well-executed interactive online version includes food facts, recipes and an ingredient of the week. Aiming to banish the sad, dull image of healthy food, the campaign sums it up in the TV ad with the line “Healthy doesn’t have to taste humdrum.”

This Lightest variant isn’t Lurpak’s first foray into reduced fat butter—they already have a Lighter version on the shelf. But where Lurpak Lighter offered a cynical commentary on the dieting world in the 2007 “Fads” commercial (“It’s not rocket science; just eat a little less fat. … Relax, Waist Watchers. Who’s for an extra helping of common sense?”), the brand now seems to acknowledge that healthy eating is a permanent part of consumer lifestyles, and it isn’t something to be anxious about.

Walmart, Safeway among retailers helping shoppers zero in on nutritional choices

Filtering through nutritional claims and package labels, and all the latest reports on what to eat and what to avoid, is an anxiety-provoking business for shoppers who want to make nutritionally savvy choices. Confusion abounds. Nutritional labels, for instance, are understood only “in part” by a majority of consumers (52 percent vs. 41 percent who understand them “mostly”), according to a recent Nielsen global survey.

Earlier this month Walmart announced plans to help customers make smarter selections with a “Great for You” label for store-brand products (and a sign for fresh-produce areas), launching this spring. Criteria for inclusion are outlined on Walmart’s website. Various other food retailers are displaying nutrition scores on store shelves, a trend we touch on in our recent report “What’s Cooking? Trends in Food.” Some have come up with their own systems: For instance, Safeway’s SimpleNutrition program evaluates products and allots up to two “benefit messages” per tag, such as “Sodium Smart” or “Low Cholesterol.” Retailers can also adopt third-party systems like Guiding Stars, which grants from zero to three stars based on a food’s nutrient density per 100 calories.

As the ranks of the health-conscious continue to grow, retailers have an opportunity to act as advisers for customers, saving them time, effort and concern that they’re making the wrong choices by pointing them directly to the better ones.

Photo Credit: walmartstores.com/nutrition