Communications Strategy and Latest Media Activity: October 2024
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In August, the FDF shared an update on the FDF UPF communications strategy.
In line with this strategy, the team are pitching FDF spokespeople to key journalists for background briefings on UPF, healthier product innovation, and investment, with the aim of securing more balanced coverage. A briefing with Daniel Woolfson has been arranged for early October.
We have also been working to build a more balanced narrative in the media. Below are some examples of recent FDF commentary in the media:
- In response to an opinion piece published in The Financial Times on 19 August, a response letter from Kate Halliwell, FDF’s Chief Scientific Officer was published.
- Following the publication of an article in City A.M on UPFs driving obesity, the FDF submitted a letter to the editor that was published.
- The FDF provided a comment for an article in The Guardian on UPFs and taxes.
- Food Manufacturer published a positive piece following an interview with Karen Betts, FDF CEO and Kate Halliwell, FDF Chief Scientific Officer
- Confectionary News included FDF comments in their piece ‘Is chocolate a UPF?’ resulting in a balanced and educational piece.
As part of our Innovation for Healthier Diets campaign we launched our new Kantar data with a press release highlighting how FDF members have cut salt, sugar and calories in their products and helped make British shopping baskets healthier since 2015. This campaign provides a subtle counter narrative to the UPF debate, noting the benefits of innovation and processing.
This has achieved wide coverage so far, including:
- The press release garnered over 200 pieces of coverage, and 9 print pieces, including Mail Online and The Independent
- Key trade pickup included: The Grocer, Specialty Food Magazine, Food Manufacture, Food Management Today and Food & Drink Technology.
- We also secured a radio news bulletin service featuring our CEO Karen Betts, which was played by more than 98 commercial radio stations.