Baxters Food Group - reformulation case studies
“Taste is paramount for Baxters, so we had to consider carefully how to go about
reformulation without compromising that principle. We believe the results speak
for themselves, as our soups still reflect Baxters passion to produce the best
tasting products using only the finest ingredients… and now they are even
healthier!”
Nic Wheater, Innovation and Special Projects Director, Baxters Food Group
- Baxters' reformulation programme has been in place since 2001
- The average salt content of Baxters soups is now approximately 50% that of 2001,
equating to 190 tonnes of salt per year
- All Baxters soups are free from artificial colours and flavours, any
preservatives
come from cured meats used as ingredients
- As salt enhances taste the challenge has been to reduce salt content without
compromising flavour or using additives
- The Healthy Choice range reflects Baxters' commitment to developing healthier
products
Since 2000, Baxters Food Group has undertaken an extensive reformulation
programme to ensure its soups meet or exceed salt targets set by the Food
Standards
Agency.
Salt is often raised as a concern in the soup category and Baxters has worked
hard to
reduce the salt content of its entire range. As salt enhances taste, the
challenge has
been to reduce the salt content without compromising flavour or resorting to
the
use
of additives and alienating consumers.
Baxters, therefore, committed to a gradual salt reduction programme over a
period of
eight years. Today, the average amount of salt used in Baxters soup is
approximately
half of what it was. The whole range now comfortably meets the Food Standards
Agency's 2010 targets for salt in soup and is well placed to meet the proposed
2012
targets.
As well as reducing salt, Baxters has sought to minimise the use of additives in
its soups.
For example, ordinary table salt contains an additive to help it flow. By
replacing this with
sea salt, this additive has been removed.
Baxters soups are now free from all artificial colours and flavourings. The only
preservatives used in its soups are from cured meats, such as bacon.
The increased consumer awareness of salt and additives has also been central
to Baxters' new product development programme.
The Healthy Choice range of
soups was specifically designed to ensure that each serving provides at least
one of
the recommended five daily portions of vegetables; is a source of protein and
fibre; is
low in fat; is free from any artificial additives; and, of course, meets the
Food Standards
Agency's salt targets.
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Last reviewed: 18 Oct 2011