Our Pledge

We have signed the European Snacks Association's (ESA) pledge.

ESA has endorsed the EU pledge commitments in order to help promote healthier snacking choices and balanced lifestyles amongst children.



Within this ESA pledge we commit ourselves to do no direct advertising to children under 12 years of age on TV, print and internet, except for products which fulfil specific criteria:



a) Either they meet all of the following criteria (based on a single serving) Per 30g (single serve)



Total Fat ≤ 35%kcal
Saturated Fat ≤ 10%kcal
Trans Fat ≤ 0,5g
Sodium ≤ 290mg
Added Sugar ≤ 25%kcal



b) or the products have achieved at least a 25% reduction in one or more of the following nutrients.



  • Calories
  • Total Fat
  • Saturated fat
  • Sodium
  • Added Sugar


For measurement purposes, the reductions are compared to the product recipe from 2004. In that year the WHO Global Strategy on Diet, Physical Activity and Health was issued, calling for industry action in relation to product improvements.



Furthermore we will not engage in any commercial communications related to savoury snack products in primary schools, except where specifically requested by or agreed with the school administration for educational purposes.