Enabling companies to start their protein disclosure journey

Action is needed across the food system to meet climate and nature targets. Achieving a 1.5 degree aligned pathway and restoring nature will only be possible if we shift to healthier, more sustainable diets as well as improving how food is produced.

Protein disclosure is a practical step that food companies can take that supports them to measure and monitor progress in a clear and transparent way. It sends a signal to investors, consumers and other stakeholders that your company cares about doing good, and recognises the need to shift to healthier, more sustainable diets.

Today we’re launching guidance that we have developed with industry, for industry. It aims to fill an existing gap by demonstrating what good looks like, advising on how companies can get started, and providing clarity on what to measure and how. We’re hoping this inspires retailers, but also manufacturers and foodservice companies, to embark on their disclosure journeys.

Data, definitions and scope

The metric we’re recommending for adoption by the sector is % volume sales (tonnes) from animal and plant proteins. This aligns with existing disclosures and allows the mapping of sales to consumption patterns and environmental impact.

Recognising the importance of aligning with recognised and well-used definitions, we’ve aligned our definition and scope of protein products with the Eatwell Guide.

A staged approach

WWF recommends a staged approach to disclosure to encourage action now. Two retailers – Sainsbury’s and Tesco – have already disclosed their protein sales, and the following recommendation is inspired by their progress.

1. Start with product level: measure sales of whole and processed protein products like chicken breasts, sausages and tinned chickpeas. Cover own-brand and branded products.

This is the approach that Sainsbury’s are currently taking. They capture sales of meat and fish products, vegetarian products and vegan products, reporting 10% plant-based (vegan product) sales in 2019/20.

2. Move to ingredient level: measure the protein ingredient in composite and prepared products such as quiches, soups and ready meals as well as whole protein products. Cover own-brand initially, and incorporate branded when data becomes available.

This is the approach Tesco is currently taking. They incorporate prepared and composite products as well as whole and processed, reporting 12% sales from plant protein in 2020/21.

Ultimately, protein should be captured at ingredient level to give an accurate representation of total protein sales, but it can take time to improve data systems to be able to conduct this analysis. We believe that companies need to start this journey now to demonstrate their commitment to fighting the climate and nature crises, so encourage you to start with the data you’ve got rather than trying to do everything at once.

You can access WWF's protein disclosure guidance here.