Last week saw the first missed opportunity of 2012. The European Parliament’s decision to veto a proposal allowing companies to communicate a minimum 15% reduction of key nutrients has the potential to stop renovation in its tracks.

We firmly believe not only that food companies should be able to tell consumers when they’ve made changes, but that consumers also expect this. They’ll accept a product tasting different if they’re told about the health benefit that comes with the changes. Where we’re not transparent, we risk people rejecting food for taste reasons.

When you change foods little and often, you deliver health benefits whilst taking consumers’ palates with you.

Jonathan Myers, regional vice president, Kellogg’s UK & Ireland