Innauracies on Heart Tick Status and Low Fat Pies

Jesters Pies Responds to Inaccurate Media Reports about Heart Foundation Tick Status and Low Fat Pies

New Zealand gourmet pie company Jesters NZ Ltd today responded to a number of inaccuracies in recent media stories regarding a Hawkes Bay bakery that allegedly is producing the first range of pies to receive the Heart Foundation Tick of Approval. In response, Jesters Pies Director of Sales and Marketing, Mark Gumbrell, clarified that nine Jesters Pies varieties have carried the Heart Foundation Tick since 2005.

"Nine of the pies in our range meet the National Heart Foundations' strict criteria for saturated fat, trans fat and sodium. Jesters has been committed to providing New Zealander's with the healthiest and highest quality pies possible since its first New Zealand store opened in 2002. We have had the Heart Foundation tick since 2005," said Gumbrell.

Of the seven standard Jesters pies which have the 'Heart Tick' (two additional heart-tick selections are seasonal) the average fat content is 8g per 100g. This is even lower than what media reports have referred to as Goodtime Foods 'breakthrough' low fat pie, which contains "on average less than nine grams of fat per 100g."

"While we believe it is good for the industry as a whole that other pie manufacturers are now finding ways to reduce the fat in pies, we want to clarify that we have taken a leadership role in offering more nutritious pies over the past several years," said Gumbrell.

Reports have suggested that Goodtime Foods was motivated to gain the tick "…to meet demand from schools to produce a healthier pie." Jesters has been offering low fat pies to schools since 2005 through a formalised programme.

Says Gumbrell, "Not only have Jesters been supplying their 'Heart Tick' pies to schools for the past two years, but in September 2005 the company launched the Jesters Healthier Schools Programme, which aims to encourage healthy eating in schools by providing a healthier option to the standard pie."

While being aware of alarming rates of childhood obesity, Jesters is conscious that obesity is not only a youth issue and subsequently sells its 'Heart Tick' products in its retail outlets throughout the North Island.

"Jesters will continue to take a leadership position in the fight to reduce obesity levels by producing low fat, nutritious pie offerings," said Gumbrell.

"As a food manufacturer, we at Jesters acknowledge our responsibility to play our part in the obesity epidemic that is becoming a growing concern. Our pies are not oven baked like the traditional pie but cooked in our unique pie makers using ultra-thin light puff pastry and the finest quality natural ingredients. Fresh vegetables, lean meats and the home-made recipes are used, and as a new pie is developed it is tested for nutritional, salt and fat contents."

At the invitation of the Ministry of Health, Jesters has recently participated in a meeting to discuss the MOH's Healthy Action Programme, where they are collaborating with other major food manufacturers to further improve food offerings in schools.

ENDS

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