Table 1.

Overview of considered product reformulations and categories

Product	Change in energy density (%)	Date of reformulation	Category products	Reformulated product’s share of category’s calorie turnover	Reformulated product’s share of category’s sales value
	Kcal/ 100 g	Week/ year		Per cent	Per cent
Mayonnaise	720→600 (17)	36/2013	Private-label mayonnaise, Private-label light mayonnaise, Unbranded lemon mayonnaise, Brand 1 mayonnaise (tube), Brand 1 mayonnaise, Brand 1 lemon mayonnaise	51	38
Fruit yoghurt Orange Peach melba	93→77 (17) 90→74 (18)	14/2013	Private-label peach melba yoghurt, Private-label orange yoghurt, Banana/pear yoghurt, Pineapple/orange/mango yoghurt, Peach/passion fruit yoghurt, Berry-flavoured yoghurts, Low-calorie berry-flavoured yoghurts,	15 6	11 5
Pumpkin seed rye bread	240→232 (3)	22/2013	Private-label pumpkin seed rye bread, Private-label sunflower seed rye bread, Brand sunflower rye bread, Brand organic sunflower rye bread	14	12
Toasting bun	280→270 (4)	36/2013	Private-label toasting bun, Private-label whole-grain toasting buns, Brand toasting bun	64	60
Yoghurt bread	270→250 (7)	32/2013	Private-label yoghurt bread, Brand1 wholemilk bread, Brand1 yoghurt bread, Brand2 wholemilk bread, Brand 3 five-grain bread	43	38
Carrot buns	310→281 (9)	22/2013	Private-label carrot buns, Brand1 carrot buns, Brand1 other buns, Brand 2 buns	54	46
Whole-grain rolls	260→240 (8)	22/2013	Private-label whole-grain rolls, Brand1 multi-grain rolls, Brand2 Sandwich rolls, Brand 2 grain rolls, Brand 3 Whole-grain rolls	35	30
Chocolate muesli	410→400 (2)	18/2013	Private-label chocolate muesli, Private-label regular muesli, Brand1 chocolate cereals, Brand 2 chocolate cereals, Brand 3 chocolate cereals	21	21

Note: Week numbers represent the placement of the week in the calendar year. For instance, week 36 in 2013 spanned the dates September 2–8, 2013