Elena Serrano, PhDAssociate Professor, Extension SpecialistHuman Nutrition, Foods, & ExerciseVirginia Tech

MENU LABELING: FROM RESTAURANTS TO THE BOTTOM LINE

Weight of the StateApril 11, 2013

Overview of menu labelingSignificance of menu labeling for public

health and obesity prevention…the bottom line

FDA Guidance

THE MENU FOR THIS SESSION

Americans are eating away from home more frequently.Nearly 57% of Americans eat away from home on a given day (including childcare centers, schools) In 1999–2000, 41% of US adults reported eating away-from-

home foods at least weekly In 2002: Nearly 50% of Americans’ food expenditures went

toward away-from-home food facilities In 1960: 25%

Restaurant-industry sales alone are $1.6 billion on a typical day in 2010 49% of the food dollar

EATING AWAY FROM HOME

(USDA, 2000; Bowman, 2004, National Restaurant Association,

2010)

25% of adults and 30% of children 4–19 years old reported eating fast food at least daily

Daily energy intake provided by foods for children and adolescents from fast-food outlets alone rose from 6.5% in 1977-1978 to 19.3% in 1994-1996 In Virginia 73% of youth eat food from a fast food restaurant at

least once a week

EATING AT FAST FOOD RESTAURANTS

(Bowman, 2004, Virginia Foundation for Healthy Youth, 2010)

Several studies have shown strong associations between frequency of eating away from home, particularly fast food restaurants, and: total calories fat saturated fat fruit and vegetables milk negative metabolic outcomes weight status

DIET, HEALTH, AND EATING AWAY FROM HOME

(Lin 1999; Paeratakul, Ferdinand et al. 2003; Bowman, Gortmaker et al. 2004; Duffey,

Gordon‐Larsen et al. 2007 and 2009)

A tota l o f 50% of the top 50 res taurants off er menus or meals targeted to ch i ldren

Parents repor t order ing ch i ldren ’ s meals most o f ten a t the lead ing fas t food res taurants for the i r ch i ldren , espec ia l l y i f they had younger ch i ldren

KIDS MEALS

(Serrano and Jedda, 2009; Brownell & co-workers, 2010)

Most consumers underestimate the amount of calories and fat in foods, especially away from home and super-sized items

Most consumers WANT nutrition information

Yet only 6 (0.1%) of 4,311 patrons accessed on-premises nutrition information before purchasing food at McDonald's, Burger King, Starbucks, and Au Bon Pain

MAKING HEALTHY CHOICES AT RESTAURANTS

(Johnson, Corrigan et al. 1990; Burton, Creyer et al. 2006; Chandon 2007;

Wansink, 2007)

73% of adults reported that in the last two years they have tr ied to eat healthier at restaurants.

Nutri t ious chi ldren’s menus is one of the top trends

TRENDS

Until mandated menu labeling legislation, menu labeling was limited, but promising, producing more positive than equivocal results, especially for adults who want to make healthier choices (i.e. limit calories) and at restaurants that are full-service:

Young women Older individuals concerned about chronic disease NOT fast food

MENU LABELING

(Milich, Anderson et al. 1976; Cinciripini 1984; Dubbert, Johnson et al. 1984; Davis‐Chervin D 1985; Mayer, Heins et al. 1986; Schmitz

M 1986; Forster‐Coull L 1988; Albright, Flora et al. 1990; Anderson J 1990; Balfour D 1996; Eldridge A 1997; Bassett, Dumanovsky et al. 2008; Driskell, Schake et al. 2008; Aaron J 1995; Fitch, et al.,

2009; Harnack, French et al. 2008)

Menu label ing = Nutr it ion label ing on menus = point of select ion = point of purchase

MENU LABELING HAS EMERGED AS A POINT-OF-PURCHASE, PUBLIC HEALTH

STRATEGY TO PROMOTE HEALTHIER EATING AWAY FROM HOME….AND

IDEALLY OBESITY REDUCTION

NYC (2006): Required restaurants with 15 or more locations to list calorie information in a prominent location

MENU LABELING

(CSPI, 2011)

Restaurant establ ishments with 20 or more locations nationwide (or those that voluntari ly) post “the number of calories contained in the standard menu item, as usual ly prepared and off ered for sale” “in a clear and conspicuous manner,” and with “a succinct statement concerning suggested dai ly caloric intake.”

CURRENT NATIONAL LEGISLATION

(Section 4205 of the Patient Protection and Affordable Care Act of 2010 )

Also vending

machines

THE BILL WAS TO GO INTO EFFECT JANUARY

1, 2011. SOME ESTABLISHMENTS ARE

ALREADY POSTING INFORMATION, BUT THE RULE-MAKING

PROCESS IS NOT FINALIZED.

FDA IS IN THE FINAL STAGES OF WRITING

THE MENU LABELING REGULATIONS…THE

FINAL RULES SHOULD COME OUT IN THE

“RELATIVE NEAR TERM”

Restaurant or similar retail food establishments: “the establishment presents itself as a restaurant” “greater than 50 percent of the establishment's total floor

area is used for the sale of food” May or may not include convenience stores, restaurants at

grocery stores and hotelsMovie theaters, airplanes, bowling alleys, and other

establishments whose primary purpose is not food-related do not need to comply

Others can “opt in” to the federal menu labeling requirements by registering with the FDA every other year

WHO WILL IT IMPACT?

Who i s inc luded in th i s?

Calories need to be disclosed on menus “Calories” or “Cal” next to number of calories

Combo meals (burger, side item, and beverage) and diff erent flavors or varieties of menu items (vanilla versus pumpkin spice latte) would include ranges

Daily caloric intake recommendations: Proposed: “A 2,000 calorie diet is used as the basis for

general nutrition advice; however, individual calorie needs may vary.”

Alcohol is exempt

WHAT INFORMATION WILL BE PROVIDED?

Certain food items will NOT be subject to disclosure requirements: Items not listed on a menu or menu board (i.e. ketchup). Daily specials Test items (fewer than 60 days – like McRib) Custom orders

Additional nutrition information for standard menu items must be available to consumers, including: total calories, calories from fat, total fat, saturated fat,

cholesterol, trans fat, sodium, total carbohydrates, sugars, dietary fiber and protein

WHAT INFORMATION WILL BE PROVIDED?

WHAT ITEMS WILL BE LABELED?

To be determined: Guidelines for analysis of calorie content

Considering methods of preparation, variation in serving size

Definitions for: variable menu items, foods on display, self-service, custom order, daily special, temporary menu item, food that is part of a customary market test

Format (font size, final nutrient info., considering space on menus and menu boards) Currently proposed as displayed “clearly and prominently”

Will a national menu labeling mandate change food purchases and help lower obesity rates?

Will it help shape and change our social and cultural norms toward foods sold at restaurants?

How does it influence what is off ered at restaurants, along with sales?

FOR DESSERT….

FDA’s Guidelines on Menu Labeling: http://www.fda.gov/Food/IngredientsPackagingLabeling/LabelingNutrition/ucm217762.htm

Virginia Cooperative Extension:http://www.ext.vt.edu

National Restaurant Association:http://www.restaurant.org/

RESOURCES

THANK YOU!