Our Approach
The focus on “portion balance” has united a diverse group of collaborators from multi-sectors to come together and combat diet-related illnesses such as obesity, as well as address the sustainability of our food system and the problem of food waste. This initiative centers on the concepts of volume (size), proportionality (variety), and quality (nutrient density) in relation to our food, beverages, and meals.
The Portion Balance Coalition (PBC) directs its efforts towards young adults with children, recognizing this demographic as a pivotal stage marked by numerous life transitions such as independent living, embarking on a career, marriage, starting a family, and divorce.
Our coalition's strategy is built upon three core pillars: 1) Individual Empowerment; 2) Food Landscape; and 3) Sharing & Amplifying. These strategic areas collectively shape our theory of change, which aims to activate consumers to drive demand and acceptance for balanced food portions, prompting the industry to respond the demand.
Our goal is to raise consumer awareness and foster demand for portion-balanced food and beverage options to promote a healthy and sustainable lifestyle.
Our Key Strategic Pillars
Individual Empowerment
Build consumer awareness and demand for portion balanced food and beverage offerings in support of a healthy, sustainable lifestyle.
Food Landscape
Identify impactful supply side collaboration opportunities for industry, policymakers, and public health groups to offer and promote balance portions to support healthy lifestyles and sustainability.
Individual Empowerment
Focus: Consumer Education Campaign
Designed to empower consumers with tools for a health-conscious lifestyle, the Eat for You campaign recognizes that nutrition isn’t one-size-fits all, and uses an individualized approach to nutrition by focusing on portion balance. The campaign was built via a co-creation process through collaboration with academics, nutrition experts, non-profit leaders, the food and beverage industry, and government agencies.
With a diverse set of expert voices working towards a common goal, COMMIT led the creative and branding that ultimately worked to integrate multiple perspectives into communications that resonated with the target consumer segment. In consumer testing conducted by Social Lens, 88% of users stated they were very likely to use learnings from the campaign materials in their everyday lives.
The Portion Balance Coalition is working to reach a diverse audience and communicate a common message: that using the hand as a guide along with some portion balance hacks can be a simple tool to incorporate in our daily habits.
Food Landscape
Focus: Foster pilot opportunities
Away from Home Eating
Before the pandemic, Millennials were spending a greater percentage of their food dollars on away from home eating – whether on the go, sitting in a restaurant or cafeteria, ordering take-out, getting a grab n’ go from a grocery store, or getting food delivered. The PBC began working with its members, including the National Restaurant Association, to develop key components of the business case for focusing on portion balance while working to identify key brands interested in piloting portion balance innovations.
70% of U.S. adults say the availability of healthy menu options would make them choose one restaurant over another
While the pandemic has stalled the PBC’s pilot work on away from home, it has been actively involved in advising on the National Institute of Health’s (NIH) “Feasibility and Acceptability of Standardizing Portion Sizes,” led by Deborah Cohen, MD of the Rand Corporation. This pilot study aims to measure the operational impact and consumer interest in “right-sizing” portions and having menu options that are in line with U.S. Dietary Guidelines. Indeed, the fall 2019 quantitative research study conducted by the PBC to measure consumer knowledge, attitudes, and behaviors related to portions revealed that over one-quarter (26%) of U.S. adults said restaurants should offer standard portion sizes so people know the right amount of food & beverages to consume when eating away from home.
The same study indicated that half of U.S adults said restaurant portions are larger than they would like.
Share and Amplify
Focus: Case Studies of Portion Balance Innovations
Developing common terminology, creating case studies of industry innovations within the portion balance framework, and sharing research are just some of the ways members of the Portion Balance Coalition are working together to build greater transparency within and across sectors.
Taco Bell Case Study
Georgetown Business For Impact worked with leaders at Taco Bell to compile a mini-case study on the chain’s implementation of its decision to eliminate extra-large (40 ounce) beverage cups. The case study describes the key players, challenges and lessons involved in the change, while acknowledging how the brand continues to pursue innovative portion balance changes to its menu.
Panera Bread Case Study
This case study describes how Panera Bread employed two different strategic approaches as it effectively balanced its business profitability and customer health and wellness goals. Reducing the sugar levels in its new beverage offerings was fully transparent to its customers, while “stealth health” approach allowed the chain to improve the calorie and nutrition profile of its bakery goods.