Packaged food majors join the health route to consumers’ stomach

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There is a war going on to reach the increasingly health-conscious consumers’ stomach. Under pressure from influencers active on social media, consumers and even investors, packaged food majors are deploying all the tricks in their arsenal to convince the people that they are not peddling junk that’s detrimental to their health.

The Economic Times has reported that the list of companies that are battling such perceptions in the marketplace to protect their businesses include ITC, Nestle, HUL, Britannia, Amul, Parle Products.

In a remarkable act, D S Sachdeva, the chief executive officer of Weikfield Foods appeared in a YouTube video in October where he was seen appearing in a “lie detector” test. Sachdeva is seen saying that the company’s pasta is healthy. It is also seen that the machine beeps in a nod to his claim.

“We want to dispel the perception that pasta is junk food. We need to tell consumers our pasta actually has iron equivalent to two bowls of spinach,” Sachdeva told the newspaper. His primary objective seems to have been served – the campaign garnered 20 lakh views on YouTube.

The increasing pressure from consumers has compelled the companies to make a transition in their communication from taste to fitness and health benefits.

The shift in communication comes against a backdrop of general awareness of a rise in lifestyle-related diseases such as diabetes, obesity, hypertension that could be traced back to prolonged consumption of junk food. Public health activists are also lobbying for stricter rules under FSSAI.

An increasingly sedentary lifestyle, especially among the upwardly mobile huge middle class, lack of exercise and lavish eating styles have all contributed to this unhealthy trend. A section of the urban youths are especially falling prey to this trend.

A global research group has also recently published details of a survey that bolstered their argument against junk foods.

Some companies are responding with plans to assist in healthy eating practices. Swiss giant Nestle which is the maker of Maggi noodles and Kitkat chocolate, helps the people to measure their body mass index (BMI) and draw up meal plans on its AskNestle platform.

“AskNestle imparts nutrition information to consumers in English and Hindi,” said a company spokesperson. The platform also features “growth trackers and insights from nutritionists.” It also offers articles by nutritionists and thousands of healthy recipe