SUSTAINABILITY REPORT 2023
Supplement to the integrated annual report for the year ended 30 September 2023
Supplement to the integrated annual report for the year ended 30 September 2023
Our Eat Well Live Well programme (EWLW) is helping consumers make healthier food and product choices, and positioning Tiger Brands as a leading voice and trusted partner on health and nutrition in South Africa. The EWLW nutrition standards and product health categories bring transparency and credibility to the EWLW symbol and our related health and nutrition brand activations. In recent years, we have strengthened our focus on brand-related health and nutrition marketing, and repositioned key brands and products in relation to their flagship health and nutrition attributes. Health attributes have been activated for Jungle, Ace breakfast porridge, Brookes Low-Cal and Albany Low GI, and in 2023, we ran successful health and nutrition campaigns through EWLW, KOO and Morvite that reached millions in South Africa via TV, radio, and social media.
We continue to share and engage on the EWLW state of nutrition reports and nutrition guidebooks published in 2022. We share these reports online at www.ewlw.co.za and on our social media channels.
We continue to engage The Tiger Brands Foundation, the Department of Basic Education (DBE) and Department of Health (DoH) as we leverage these resources to maintain momentum in raising the state of nutritional awareness in South Africa. Continuing to leverage these resources is key to maintaining momentum in raising institutional awareness around the challenges to health and wellness in South Africa, and to build an understanding of what constitutes balanced nutrition and a healthy lifestyle.
In 2023, we met our annual target to reach five million consumers through our EWLW programme. We repositioned KOO to elevate fibre as a key health and nutrition attribute, and we launched KOO pulses in all provinces except the Western Cape. We ran health and nutrition brand activations for our Tastic Nature's range at sporting events (healthy carbo-loading) and for Energade Zero (healthy hydration) at the Nutritional Solutions continued nutrition education conference for dieticians held in Johannesburg. We spent R75 million on marketing healthier products and nutrition education, amounting to 11% of our total marketing spend (2022: R76 million at 10,2% of total marketing spend).
Addressing the challenge of balancing busy lives and tight budgets with good nutrition, Tiger Brands' Eat Well Live Well initiative launched its #FamilyFoodMatters campaign. Over a six-week period starting in August 2023, two South African families received practical coaching on nutrition, budgeting, and lifestyle management. The campaign successfully demonstrated that small, manageable changes can significantly improve health and wellbeing. All findings have been consolidated into a downloadable case study, Family Food Matters: A behavioural case study guide, providing actionable insights, tools, and tips, available online at www.ewlw.co.za.
Tiger Brands launched EWLW in 2009 to help South Africans make healthier food choices for a better life on a budget. We refreshed the initiative in 2020 to help drive our health and nutrition strategy, and to create better alignment with our purpose to nourish and nurture more lives every day. Through EWLW, we are promoting consumer health and nutrition awareness, and establishing a nutrition science "centre of excellence" within Tiger Brands that can both drive the development of our health and nutrition portfolio, and support consumers and other key stakeholders as a trusted healthy-eating education partner in South Africa. The EWLW stamp of approval provides a "healthier choice" endorsement, and the guideline daily amount (GDA) nutrition labelling system helps consumers be mindful of their daily nutrient intake and make more informed product choices. The EWLW website provides a digital reference for healthy living, and a portal to access guidance from our nutritionist. All EWLW research and resources are available for free download, and we are active on social media. Visit the website at www.ewlw.co.za.
