Arnott’s will phase out the "school canteen approved" logos that currently appear on children's snack packaging, after consumer group Choice revealed the company was exploiting guidelines by creating self-made certifications.
A spokeswoman for Arnott's said the company is set to update the Tiny Teddy and Shapes formulations and packs for “the first time in many years,” with a new focus on the government's health star rating system and a shift away from the canteen guidelines.
From early 2016, references to the canteen guidelines will be removed on the front of Tiny Teddy packs and by mid next year will be entirely scrapped from all Shapes and Tiny Teddy packaging.
The announcement comes as consumer group Choice found manufacturers had misled parents by creating 17 different industry-made certifications to manipulate school canteen guidelines in order to promote nutrient-poor and processed foods.
“These certifications claiming to be ‘school canteen approved’ are leading parents into believing products with these logos are a healthier option for their kids,” said Choice spokesperson Tom Godfrey.
“School canteen guidelines exist to inform canteen managers on how to prepare their menus. Now we have food in supermarkets promoting an ‘amber rating’, which in a canteen setting means they should be ‘selected carefully’. Without the context of the guidelines, these claims are pushing unhealthy options.”
Many products with these logos, such as Arnott's 100s & 1000s, Tiny Teddies, Monster Noodle Snacks and Parker's Pretzel Snacks only have a health star rating of two or less.
A spokeswoman for Arnott's said Tiny Teddy are “a sweet biscuit and as such, a treat, it is not our intention to portray them as a health food.”
In April, The Clemenger Group was named as the creative agency for the entire Campbell Arnott's Australia business, following a competitive pitch.
Clemenger's bespoke business unit The Kitchen Table picked up brands including Arnott’s Shapes, Tim Tam, Vita-Weat and Campbell’s Soup, V8 and Real Stock.
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