On 19 April 2021 members of The Consumer Goods Forum, AEON, Ajinomoto, Kokubu, and Kikkoman, launched a collaborative project tackling salt reduction, in partnership with Chiba City, Japan. This marks a key milestone in Collaboration for Healthier Lives (CHL) Japan’s mission to promote healthier lifestyle habits and extend healthier life expectancy.

Through the project, members aim to encourage healthier baskets and behaviour change by driving in-store activations and communications efforts for consumers. Measuring the impact of initiatives has always been at the heart of CHL work, and for the salt reduction project in Japan, consumer trends and sales will be analysed over a one-year
period to evaluate progress.

As Japan gears up for the Nutrition for Growth (N4G) summit at the end of the year, marking the halfway point in the United Nations Decade of Action on Nutrition, health and wellbeing is now more than ever at the forefront of public and business agendas. The Responsible Business Pledge for Better Nutrition, for example, encourages public-private, B2B and multi-stakeholder partnerships to help achieve global nutrition goals and targets.

Find out more on Collaboration for Healthier Lives.