In November 2009, Super Bock Group joined FIPA, APAN and a wide range of companies in the agri-food industry in signing two Letters of Commitment for the promotion of a responsible communication style.The first Letter of Commitment concerns the topic "Advertising addressing children”, through which Super Bock Group undertakes to implement voluntary measures in relation to food advertising addressing children, respecting two rules:
Refrain from advertising food to children under 12 years of age, through TV, publications and the Internet, except for those products that meet nutrition criteria based on accepted domestic and international scientific evidence and/or applicable nutritional recommendations;
Refrain from making commercial communications related to food in primary schools, except when specifically requested by or agreed to with the school and intended for educational purposes.
The second Letter of Commitment relates to "Nutritional reformulation and information for consumers", based on five commitments made by the agri-food industry’s companies, aiming to guide people to improve their nutrition and promote health.
Composition and availability of products
We will make a diverse range of food products with different nutritional compositions available to consumers, enabling conscious and informed choice through the development of individual efforts to reformulate products and to launch onto the market new food products that support the objectives of improving diets and reducing obesity, such as reductions in salt (consistent with food safety requirements), added sugars, saturated fats and trans fats.
Nutritional information for consumers
Provide nutritional information for consumers. At the minimum, we will make nutritional information per serving for key nutrients related to public health concerns available on the packaging of our products. Where inclusion on the packaging is not possible (due to space limitations or the type of packaging), we will ensure that the information will be made available through other sources (websites, pamphlets, hotlines, etc.).
Marketing and advertising directed at children
In order to offer the widest possible coverage by this commitment, companies in the agri-food industry have agreed to prepare a joint document with FIPA (Federation of Portuguese Agro-Food Industries) and APAN (Portuguese Association of Advertisers) with reference to this matter.
Promotion of physical activity and healthy lifestyles
Where possible, we will use marketing communications and/or we will collaborate with public authorities and other partners to encourage increased consumer awareness of balanced diets and to help promote increased physical activity and the adoption of healthier lifestyles - including in the workplace. Every year we will give examples of how these campaigns are being implemented.
We are aware of the scale of the challenges undertaken and the need to work together with the Government, especially the Ministry of Health, which oversees the National Platform Against Obesity, the Ministry of Education and the Presidency of the Council of Ministers, professional associations and other public partners. We will provide our time, knowledge and resources to support public-private partnerships that seek to reach the national targets.
In order to honour these commitments, we have over the years developed a set of actions aimed at increasing awareness among consumers and the general public of the importance of adopting an active and healthy lifestyle. Examples of this are:
Improved nutritional information on the packages and online media;
Promotion of products with a Low-Glycemic Index (Pedras Sabores and Vitalis Sabores range);
Improvement of nutritional profiles of Vitalis Sabores, Frutea, Frutis and Snappy Cola;
Support of the Vitalis brand to sports competitions such as marathons, races and walks;
Communications about sports on the social media accounts of the Pedras and Vitalis brands, encouraging the practice of sports and the adoption of healthy eating habits.
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Super Bock Bebidas, S.A
4465-764 Leça do Balio – Matosinhos
4466-955 S. Mamede de Infesta
Tel: 00 351 229 052 890
(Please check call charges with your communications operator)
Fax: 00 351 229 052 300
This email will be read from 9 am-6 pm Monday to Friday.
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Please do not hesitate to contact us if you have any question about this commitment.