AB InBev UK adds nutritional information to beer
Responding to calorie conscious demands of Millennial consumers, AB InBev UK says it will add full ingredient and nutritional information—including calories, fat, saturated fats, carbohydrates, sugars, proteins and salts—to all its beers.
Changes to the labels will begin later this year and the company expects to have 80 percent of all its European portfolio complete by the end of 2017.
The changes will begin this year and be in place on at least 80% of European volumes by the end of 2017 with full information on all AB InBev brands already available online via www.tapintoyourbeer.com.
According to the company, the decision stems from the results of a recent survey that revealed UK consumers have limited knowledge of calorie levels in beer, with less than 1 in 5 claiming to be aware of them. The survey showed that providing more information on beer would be beneficial for consumers with over a third of respondents saying they pay close attention to their daily calorie consumption and actively look at the calorie information of their drinks.
Globally, AB InBev currently provides ingredient and nutritional information online through its website “Tap Into Your Beer.”