{"id":12000,"date":"2016-02-02T10:22:39","date_gmt":"2016-02-02T10:22:39","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/why-food-brands-have-launched-smaller-portions\/"},"modified":"2016-02-02T10:22:39","modified_gmt":"2016-02-02T10:22:39","slug":"why-food-brands-have-launched-smaller-portions","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/why-food-brands-have-launched-smaller-portions\/","title":{"rendered":"Waarom foodmerken kleinere porties lanceren"},"content":{"rendered":"<p>Het valt op: zowel in frisdrank als ijs of snoep komen meer grote merken met kleinere verpakkingsformaten. Ze beogen een dubbele win: minder calorie\u00ebn en betere marges.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><!--break--><\/p>\n<h2>Kleinere flesjes frisdrank<\/h2>\n<p>Onlangs meldde de <strong>Wall Street Journal<\/strong> dat de verkoop van grotere formaten <strong>Coca-Cola<\/strong> en <strong>Pepsi<\/strong> in de VS slabakt. Consumenten kopen vaker kleinere verpakkingen, hoewel die per liter duurder uitkomen. Coca-Cola, bijvoorbeeld, meldde een stijging met 15% van de verkoop van kleinere formaten in de VS. En bij ons bestaat al meer dan de helft van het verkoopvolume van Coca-Cola uit verpakkingen kleiner dan 50 cl, meldt Coca-Cola Belgium op haar website.<\/p>\n<p>\nConvenience en demografische evoluties spelen hier een rol, maar er is meer. Mensen zien het kleinere flesje als een goeie manier om hun porties te controleren. Zo kunnen ze van hun favoriete drankjes blijven genieten zonder al te veel schuldgevoel.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Caloriegehalte beperken<\/h2>\n<p>Een gelijklopende trend zien we nu bijvoorbeeld in ijs. <strong>Unilever <\/strong>heeft zich voorgenomen in het VK om het caloriegehalte van alle portieverpakkingen voor volwassenen te beperken tot 250 kilocalorie\u00ebn. Eerder had het concern al een limiet van 110 kilocalorie\u00ebn ingevoerd voor kinderijsjes \u2013 ook in ons land. Consumenten helpen om gezonder te leven is immers een onderdeel van het Unilever Sustainable Living Plan.\u00a0<\/p>\n<p>\nOmdat Unilever niet wil raken aan de smaak en de kwaliteit van de producten, past het de porties aan. <strong>Magnum Almond<\/strong> gaat van 110ml naar 100ml, <strong>Magnum Classic<\/strong> van 120ml naar 110ml, de <strong>Ben &amp; Jerry\u2019s<\/strong> porties verkleinen van 150ml naar 100ml. In Groot-Brittanni\u00eb althans.\u00a0<\/p>\n<p>\nHet bedrijf kan nog niet zeggen of dat ook in de Benelux het geval zal zijn. Wel geeft woordvoerder Freek Bracke aan dat de <strong>Magnum Double<\/strong>, die dit jaar geherlanceerd wordt, een kleiner formaat heeft (88ml) dan een Magnum Classic omwille van de twee lagen chocolade en de saus daartussen. De innovatie zit dankzij het kleinere formaat nu onder de 250 kcal.<\/p>\n<p>\u00a0<\/p>\n<h2>Portiecontrole<\/h2>\n<p>Wat daar achter zit? Sinds de Wereldgezondheidsorganisatie in 2015 het advies publiceerde om maximaal 10% en bij voorkeur slechts 5% van het totale aantal dagelijkse calorie\u00ebn uit vrije suikers te halen, zijn de ogen gericht op de voedingsindustrie: die moet haar verantwoordelijkheid nemen en ons helpen om gezonder te eten, zo klinkt het.\u00a0<\/p>\n<p>\nDe frisdrank- en snoepsectoren liggen als eersten in de vuurlinie. In een nieuw rapport pleit de Wereldgezondheidsorganisatie nu zelfs onomwonden <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/wereldgezondheidsorganisatie-pleit-voor-suikertaks\" target=\"_blank\" rel=\"noopener\">voor de invoering van een suikertaks<\/a>. Die omstreden taks bestaat niet alleen bij ons maar werd ook al ingevoerd (en soms weer afgevoerd) in bijvoorbeeld Californi\u00eb, Mexico, Hongarije, Frankrijk, Finland, Denemarken\u2026 Ook Groot-Brittanni\u00eb overweegt het nu.\u00a0<\/p>\n<p>\nFabrikanten moeten ageren, maar evident is dat niet. Consumenten kopen enkel wat ze lekker vinden. Minder suiker en vet betekent minder smaak, en synthetische zoetstoffen zijn al evenmin onbesproken. Het antwoord lijkt daarom te luiden: snoep gewoon wat minder. Kleinere verpakkingen kunnen ons daarbij helpen \u2013 zoals kleinere borden ook leiden tot een beperking van de calorie-inname.\u00a0<\/p>\n<h2>\n<br \/>\nPrijsverhogingen<\/h2>\n<p>Of is er meer aan de hand? In het verleden werden chocoladefabrikanten al beschuldigd van \u201cshrinkflation\u201d. Er is inderdaad een interessant neveneffect voor de industrie: de prijzen dalen niet evenredig met de porties. De gemiddelde frisdrankprijzen in de VS bijvoorbeeld stegen met 2 \u00e0 3% in 2015 omdat kleinere formaten een hogere prijs per liter inhouden. En terwijl de Ben &amp; Jerry\u2019s-portie met 33% verkleint, daalt de prijs slechts met 26%, berekenden onze Britse collega\u2019s van <strong>The Grocer<\/strong>. Toen enkele jaren geleden <strong>Twix<\/strong> en <strong>Snickers<\/strong> krompen, <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/manipuleren-fabrikanten-de-prijzen-van-voorverpakte-voeding\" target=\"_blank\" rel=\"noopener\">bleef de prijs zelfs gewoon gelijk<\/a>.\u00a0<\/p>\n<p>\nDe merkfabrikanten verdienen dus meer geld met minder product. Opvallend is\u00a0dat consumenten hun favoriete merken niet afstraffen voor deze prijsverhogingen. Integendeel, ze zien kleinere formaten als een waardevol alternatief om hun consumptie binnen de perken te houden. Als dat geen win-win is\u2026\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Het valt op: zowel in frisdrank als ijs of snoep komen meer grote merken met kleinere verpakkingsformaten. Ze beogen een dubbele win: minder calorie\u00ebn en betere marges.\u00a0 \u00a0 Kleinere flesjes frisdrank Onlangs meldde de Wall Street Journal dat de verkoop van grotere formaten Coca-Cola en Pepsi in de VS slabakt. Consumenten kopen vaker kleinere verpakkingen, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-12000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Waarom foodmerken kleinere porties lanceren - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/why-food-brands-have-launched-smaller-portions\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Waarom foodmerken kleinere porties lanceren - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Het valt op: zowel in frisdrank als ijs of snoep komen meer grote merken met kleinere verpakkingsformaten. 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