German retailer Kaufland has further reduced the amount of sugar, salt and fat in its own-brand products.
Among the new product innovations are a spelt roll that contains 55% less sugar and an organic tofu hamburger from K-take-it-veggie, which contains 51% less salt.
The company has set itself the goal of lowering the sugar, salt and fat content of more than 300 private label products by an average of 20% between now and 2021.
Supporting A Healthy Diet
"We support our customers in achieving a healthy lifestyle and thus meet our responsibilities as a grocer. The reduction of sugar, salt and fat in our own brand products is an important step here," explained Sebastian Schlag, head of Kaufland's international private label arm.
For example, the sugar content in K-Classic-Kinderquark has been reduced by 12%, while the retailer's Berner sausages now contain 17% less fat and 14% less salt.
"We are also working together with our suppliers to offer healthier alternatives," said Schlag.
In addition to the product reformulation, Kaufland is also supporting a healthy diet in other areas. For example, it is involved in the European School Fruit Scheme, which encourages children to eat healthily.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Jana Zimmermann. Click subscribe to sign up to ESM: The European Supermarket Magazine.