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High profile BPC campaigning is set to make even more noise about the healthiness of potatoes. This follows new BPC consumer research confirming that health is playing an ever-greater part in shopping decisions and that many consumers think rival carbohydrates have the edge over potatoes.
“If someone plans to eat healthily, they’ll often pick rice or pasta as the carbohydrate component,” comments BPC Head of Marketing Kathryn Race. “They think these options are healthier (see table), but they’re wrong and we have to change their perceptions. So we’ll be shouting loud and clear that potatoes are low in fat and low in calories – starting with a nationwide roadshow from June 9, to put the message directly in front of over 2.5 million people.
Perceptions (BPC data) and reality (British Nutrition Foundation)
| |
Potatoes |
Rice |
Pasta |
| Perceptions |
|
|
|
| "Which is healthiest?" |
27% |
41% |
25% |
| "Which is highest in fat?" |
27% |
9% |
47% |
| "Which is highest in calories?" |
41% |
15% |
33% |
| Facts (per 100g cooked weight) |
|
|
|
| Fat (g) |
0.1 |
1.3 |
0.5 |
| Calories (kcal) |
72 |
138 |
86 |
“This isn’t just about comparisons with rice and pasta though. Even in the areas where the media like to bash us, such as chips and crisps, we have a very strong message. For example, the new generation of lower fat crisps compare favourably with things like cereal bars that are often eaten as alternatives. Similarly, fish and chips beats rival takeaways hands down - a typical portion of battered cod and chips contains at least a quarter of the fat and a third fewer calories than a serving of chicken tikka masala with pilau rice, or sweet and sour pork with egg-fried rice. It also has fewer calories, at least half the saturated fat and just a tenth of the salt of a cheese and tomato pizza.”
In addition to the roadshow, an innovative ‘What’s For Tea?’ club will be using email and the Internet to inspire shoppers and work will continue on the major Grow Your Own Potatoes scheme in schools.
“Experience shows this work can make a real difference,” says Kathryn. “For example, following health campaigning last year, 53% of consumers now recognise that potatoes are a great source of Vitamin C. That’s why we are calling on as many people as possible to get behind the work and we’ll be writing to all levy payers shortly to explain ways they can do that.”
Date : 13-07-2006
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