Belfast Telegraph

Friday 11 July 2014

Heineken to cut alcohol content

Heineken is to cut the alcohol content of one of its major brands after signing up to a Government deal on public health

Heineken is to cut the alcohol content of one of its major brands after signing up to a Government deal on public health.

The firm, which makes Heineken, Foster's, John Smith's and Kronenbourg, has not yet unveiled which brand will see its alcohol content reduced.

It has signed up to the Government's "responsibility deal", which includes major food and drink companies.

Health Secretary Andrew Lansley wants firms to join the deal as a voluntary movement to reduce the amount of unhealthy sugar, salt and fat in food, and encourage people to drink responsibly.

Mr Lansley hopes measures aimed at better labelling and more information for consumers will eliminate the need for tough regulation.

As part of the announcement, Heineken, which also makes the ciders Bulmers and Strongbow, will carry information about alcohol units on all its branded drinking glasses.

Supermarket giant Asda has also pledged to end front-of-store alcohol displays by the end of April.

It will also commit £1 million to community projects for young people aimed at responsible drinking.

The drug and alcohol treatment charity Addaction will look into suitable schemes for the funds.

On Tuesday, Mr Lansley will unveil commitments made by around 150 other companies.

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