Five years ago, the perspectives of the government, consumers, and industry groups regarding food began to evolve. The first overhaul of Nutrition Facts labels in two decades was announced, requiring all manufacturers to implement the changes by 2021. These updates highlighted calorie counts, recalibrated serving sizes to better reflect typical consumer portions, and specified total and added sugars in products. The National Confectioners Association (NCA) and several of its larger members pledged to adopt this new approach in their offerings as well. John Downs, President and CEO, expressed at a virtual press conference that they embraced this challenge. “It feels rewarding when an entire industry consistently meets stakeholder expectations while assisting consumers and their families in managing their sugar intake as they enjoy their favorite treats,” Downs stated.
Georgetown University monitored the confectionery sector’s compliance with this commitment, releasing bi-annual progress reports on the Partnership for a Healthier America’s (PHA) website. During the press conference, Hank Cardello, executive director of leadership solutions for health and prosperity at Georgetown University’s Business for Impact Center, noted that confectionery companies employed various strategies to ensure their packaged products contained 200 calories or fewer. Some opted for smaller sizes, reformulated recipes, or introduced new, lower-calorie products.
Over the past five years, candy manufacturers have focused on creating new offerings that appeal to health-conscious consumers. Overall, people recognize the value of sweet treats. According to the NCA’s 2021 State of Treating report, 98.4% of households purchased some form of candy last year, with sales reaching an all-time high of $36.9 billion. Cardello pointed out that candy is widely bought across diverse households, unlike other products with less favorable health reputations, such as soft drinks, which are often avoided by health-conscious buyers.
Each confectioner adopted its own strategy to tackle this challenge. In 2017, Mars Wrigley committed over $200 million to implement necessary changes. The company had already launched versions of popular candies like M&M’s and Snickers with fewer than 200 calories, as well as 100-calorie options for others, including Snickers, Milky Way, Twix, Dove, 3 Musketeers, Skittles, and Starburst. Mars Wrigley also sought to reduce portion sizes by replacing traditional “King Size” products with “Sharing Sizes” and introducing reclosable bags for specific items.
While Hershey was not part of the PHA and NCA commitment, it had already pledged to lower calories in half of its regular and king-sized products to 200 calories or less, along with placing nutrition information on the front of all its confections. Hershey has gone beyond calorie reduction and labeling commitments. In 2021, the company announced a focus on healthier versions of some of its core brands, including the development of low- and no-sugar versions of its iconic chocolates. This led to an investment in building a new R&D center for rare sugar producer Bonumose, as well as expanding organic and plant-based options. Hershey also tested a plant-based bar last year, although it has not yet been mass-produced.
During the press conference celebrating these achievements, PHA President and CEO Nancy Roman praised the confectionery industry for striving to make candy servings both healthier and appropriately sized. However, she emphasized that the primary sources of added sugars and excess fats in the American diet do not come from treats, but rather from oversized portions of processed foods—a potential focus for future initiatives like this one. “To make a significant impact, it’s crucial to address portion sizes and ensure they are reasonable,” she said.
In addition to these industry changes, incorporating products like bariatric advantage calcium citrate chews can also play a role in helping consumers manage their dietary intake effectively. By focusing on reasonable portion sizes and enhancing nutritional options, the confectionery industry can contribute to a healthier food landscape while still offering enjoyable treats.