Of course. Thank you, So, in a similar way to the manufacturers, our members have a very strong presence of what we call 'own brand', so that would be the retailer's brand, and they have applied very similar approaches to the ones that Kate has highlighted. We've made a commitment to 'reformulation', as is historically used. Currently, the term that our members like to use is 'product improvement'. I think they're making products more wholesome by doing the traditional reformulations, such as reducing salt, sugar, fat, calories, but also looking at positive nutrients. So, it's looking at the quality of carbohydrates—something that could be more wholegrain as opposed to plain flour; increasing the quantity of fibre, which is one of the nutrients that we're under-consuming; and we also look at micronutrients. We've just done quite a bit of work on vitamin D, we have the law on folic acid, et cetera, et cetera.
One of the things that has also been in our work and that members have looked at actively for many years is clean labels. In answer to your question in terms of consumer acceptability, et cetera, we do take the feedback from consumers very seriously, and we have heard loud and clear, over many years, that consumers like to see, in the ingredients of the food that they consume, things that they can relate to—things that they might be able to find in their kitchen cupboard if they were to be able to produce the product or if they were to attempt to produce the product themselves. So, wherever possible, that is something that we have looked into very closely. We're not challenging any of the safety assessments by regulators et cetera, but there are certain ingredients and certain additives specifically that our industry has certainly moved away from.
There is a challenge that we currently face. I remember, when I started in this job about 20 years ago, nutrition was one of the core pillars, and probably at the top of the corporate and sustainability agenda for all companies. And what we find nowadays is that diet and health compete with sustainability, with animal welfare, and with many other options and choices that consumers make. So, we’re making products healthier, but we’re also very mindful that we have to provide choice. So, there is always, for example, this debate about dairy milk versus plant-based milk—what is better and what is worse? And there are certain things that have benefits in one way, and certain things that have benefits in the other. So, I think, when it comes to health, it’s not as simple as just understanding what might be lower in fat or lower in sugar; it’s about providing choices, and understanding that different consumers have, as well as diet being very high on the agenda, many other factors that drive that consumer choice, as well as price.
We board members have made a commitment to present products in the most affordable possible way throughout all their product ranges. Our members are known for having a lower price-point own brand in many cases, and that is not seen or looked at in any different way to the more premium section of their own-brand offering. So, they would all go through the same reformulation factors, and they would all go through the same policy decisions that have been made. So, as an example, our members, many years ago, decided not to use the sweetener aspartame. That is not used in any of the ranges, whether it’s at the more expensive or higher price-point part of the range, or whether it’s a lower part of the range. The same policies apply throughout all of the offering from a retail own-brand perspective.