Research and analysis

Calorie reduction programme: industry progress 2017 to 2021

Published 15 February 2024

Applies to England

Introduction

On 1 October 2021 the voluntary reformulation programme, including the calorie reduction workstream, transferred from Public Health England (PHE) to the Office for Health Improvement and Disparities (OHID).

Both organisations are referred to in this report.

The first chapter of the childhood obesity plan, published in 2016, stated that the reformulation programme would be extended to setting targets to reduce calories in a wider range of products. In 2018, PHE published Calorie reduction: the scope and ambition for action, which established the evidence base for the workstream and included an initial ambition for a 20% calorie reduction to be achieved by 2024 across all sectors of industry.

A significant programme of engagement with the food industry and non-governmental organisations from 2018 to 2019 focused on proposals on the categories to be included in the workstream, the reduction ambition and supporting guidelines. The final calorie reduction guidelines for the food industry were published by PHE in September 2020. These were published shortly after the Tackling obesity: government strategy which included regulations on out of home calorie labelling and location promotion restrictions. These were implemented in 2022 and any changes made to products, following implementation of these policies, will not be included in the data used for this report.

The categories included in the workstream contribute substantially to calorie intake in both children and adults and are those where reformulation is possible. They are in addition to those covered in the sugar reduction workstream and, for the majority of categories, there is crossover with the salt reduction targets.

In general, different product categories are used for retailers and manufacturer branded products compared to the foods we eat out of the home, take away or have delivered (this will now be referred to as the eating out of home sector). This is to account for the different ways in which most of these foods are purchased and/or consumed.

PHE’s analysis and review of stakeholder feedback, when finalising the guidelines, concluded that a 20% reduction ambition applied to retailer and manufacturer branded products and 2 categories in the eating out of home sector was unfeasible to be achieved by 2024. For this reason, lower percentage reduction ambitions were set for retailers and manufactures and relevant categories in the eating out of home sector (see tables 1 and 2). A maximum guideline for products likely to be consumed on a single occasion (calories per portion) was also set across all categories (see appendix 1). The combination of the reduction ambition and per portion guidelines for the retail and manufacturing sectors helps to support action in reducing the calorie density and/or portion size of products.

Table 1: calorie reduction ambitions for retailers and manufacturer branded products

Product category	Calorie reduction ambition
Complete main meals (ready meals)	10%
Breaded and battered products	10%
Family meals	10%
Chips and potato products	10%
Garlic or garlic cheesy bread	10%
Crisps and savoury snacks	5%

Calorie ranges in products sold in the eating out of home sector are substantially higher than those for retailers and manufacturer own brands. Therefore, a 20% calorie reduction ambition is applied for most meal categories alongside a maximum calories per portion guideline for all categories. Children’s meal bundles are the exception with a 10% reduction ambition. As a result of this, guidance varies between retailer and manufacturer branded products and the eating out of home sector.

Table 2: calorie reduction ambitions for the eating out of home sector

Product category	Calorie reduction ambition
Complete main meals	20%
Starter, side dish or small plates	20%
Children’s meal bundles	10%

To be consistent with the analytical report and previous monitoring reports of the reduction and reformulation programme, the abbreviated version of the metric ‘products likely to be consumed on a single occasion’ will now be referred to as calories per single serve.

Joint ambitions and guidelines for both sectors have been set for sandwiches, pizza and pastry products (see table 3). All ambitions are to be achieved by 2024. Further detail on the rationale for the different category ambitions can be found in the final calorie reduction guidelines for the food industry.

Table 3: calorie reduction ambitions for joint categories between retailers, manufacturers and the eating out of home sector

Product category	Calorie reduction ambition
Pizza	20%
Pastry products	20%
Sandwiches	5%

The calorie reduction guidelines for the eating out of home sector appear high compared to government recommendations on energy intakes. However, when setting the guidelines, PHE reflected on what was feasible by 2024 and realistic for this sector given their starting place.

See appendix 1 for a summary for each category by sector of:

• baseline figures
• calorie reduction guidelines
• maximum calorie guidelines

For detailed baseline analysis see final calorie reduction guidelines for the food industry.

Assessment of progress against the ambitions and guidelines for the workstream

This report is a summary of the first assessment of progress made by businesses across all sectors of industry towards the reduction ambitions and maximum calorie guidelines set for the calorie reduction workstream.

Progress is reported for retailers and manufacturer branded products purchased for consumption in the home, and uses sales weighted averages for products purchased across Great Britain (GB), for calories per 100g and per serving. This metric is the average (mean) number of calories (kcals) per 100g of each product or per serving, weighted by its total sales volume (in kg). It measures changes in the calorie content or, in the case of per serving analysis, the portion size of the product and gives more weight to products with higher sales.

Progress is also reported for products sold in those businesses in the eating out of home sector. Simple averages are used as the available data does not match purchases with nutrition information at product level.

Simple averages have also been calculated for all retailer and manufacturer categories and are available in the data tables that accompany this main report (see Analysis of food categories in the calorie reduction guidelines: 2017 to 2021 (data tables)). These metrics have been used to compare progress in the pizza and pastry products categories across retailers and manufacturer branded products and the eating out of home sector. Although sandwiches are a joint category, they only appear in the eating out of home data set, so it is not possible to undertake a comparison between sectors for this category.

The data used for the analysis comes from Kantar’s Worldpanel of 30,000 households per year for retailers and manufacturer branded products. For the eating out of home sector, data came from Lumina Intelligence’s eating out panel for 1017. For 2021, Kantar out of home purchase panel was used comprising 7,500 individuals per year. The 2 time periods used for the analysis are based on data collected over 52 weeks ending 10 September 2017 and 52 weeks ending 5 September 2021. The data set therefore includes the COVID-19 pandemic where schools, workplaces and businesses within the eating out of home sector were closed or there was limited access to them.

This summary report is accompanied by a detailed report which includes further information on the data used, methodology and the results (see Analysis of food categories in the calorie reduction guidelines: 2017 to 2021).

The analysis for this report focuses on reductions made overall, and by category, for each sector. The report does not include analysis by business or brand, and no case studies from businesses are included. In addition, an estimate of the number of excess calories consumed by both males and females, in adults and children, across various age groups has been included.

Note on pizzas and pastry products

In the detailed analysis report, pizzas and pastry products have been described in separate sections on retailers and manufacturers and the eating out of home sector.

In this report, the results for total calories per serving and the change in categories meeting the maximum calorie guidelines for retailers and manufacturer branded pizzas and pastry products have been summarised together with those from the eating out of home sector. This is to reflect the fact that they are joint categories between sectors.

Retailers and manufacturer branded products

For a summary of the food categories described in this section, see appendix 2.

Main findings

Total calorie content per 100g

The main findings were:

• the largest decrease in the sales weighted average total calorie content per 100g was for garlic or garlic cheesy bread (down 2.4%)
• the largest increase was for family meals (up 10.4%) and all other categories showed a change of 2.0% or less

See table 4 below and the detailed report ‘Analysis of food categories’, section 5.5, ‘Calories per 100g’.

Calories in products likely to be consumed on a single occasion (calories per single serve)

The main findings were:

• the largest decrease in sales weighted average calories per single serve was for garlic or garlic cheesy bread (down 7.8%)
• the largest increase was for chips and potato products (up 2.1%)
• all other categories showed a change up or down of 1.0% or less

See table 4 below and the detailed report ‘Analysis of food categories’, section 5.3, ‘Calories per single serve’.

Table 4: percentage change in calories likely to be consumed on a single occasion (calories per single serve) and calorie content (per 100g) by food category between baseline (2017) and 2021 for retailers and manufacturers

Note the sales weighted average (SWA) is the average (mean) number of calories (kcals) per 100g or per serving of each product, weighted by its total sales volume (in kg). This metric measures changes in the calorie content or portion size of the product and gives more weight to products with higher sales.

Product category	Change in SWA calories per single serve	Change in SWA total calories per 100g
Breaded and battered products	1.0%	0.5%
Chips and potato products	2.1%	2.0%
Complete main meals	-0.2%	1.5%
Crisps and savoury snacks	1.0%	-0.6%
Family meals	[data excluded due to the small number of products being eligible]	10.4%
Garlic or garlic cheesy bread	-7.8%	-2.4%

Products meeting the maximum calorie guidelines

The main findings were:

• increases in the proportion of products meeting the maximum calorie guidelines were seen for complete main meals and garlic or garlic cheesy bread between 2017 and 2021, with the largest increase for complete main meals
• reductions in the proportion of products meeting the maximum calorie guidelines for their category were seen for crisps and savoury snacks (down 9.4 percentage points), chips and potato products (down 6.3 percentage points) and breaded and battered products (down 1.6 percentage points)

See table 5 below and the detailed report ‘Analysis of food categories’, section 5.4, ‘Products meeting guidelines’.

Table 5: percentage of products likely to be consumed on a single occasion (calories per single serve) meeting the maximum calorie guidelines by food category between baseline (2017) and 2021 for retailers and manufacturers

Note data for family meals has been excluded due to the small number of products being eligible for the calories per single serve analysis.

Product category	Products meeting max calorie guideline in 2017	Products meeting max calorie guideline in 2021	Point change in proportions of products meeting max calorie guidelines
Breaded and battered products	74.6%	73.0%	-1.6%
Chips and potato products	73.7%	67.4%	-6.3%
Complete main meals	73.3%	76.6%	3.3%
Crisps and savoury snacks	75.0%	65.6%	-9.4%
Garlic or garlic cheesy bread	71.4%	72.1%	0.7%

Assessment of sales data: volume and calorie sales

The main findings of the sales analysis for retailers and manufacturers were:

• sales in terms of both total product volume, and total product calories, in 7 of the 8 food categories covered by this report increased between 2017 and 2021
• crisps and savoury snacks and garlic or garlic cheesy bread had the largest percentage increases in volume sales of 25.9% and 26.8%, respectively
• the biggest increases in calories sold were for crisps and savoury snacks (up 25.3%), garlic or garlic cheesy bread (up 24.2%) and family meals (up 21.6%) - see appendix 2 for a definition of family meals
• complete main meals were the only category to see a decrease in both volume (down 3.0%) and calories sold (down 2.3%) - see appendix 2 for a definition of complete main meals

It is not possible to perform sales analysis for the categories for the eating out of home sector because sales data from this sector cannot be accurately linked to nutrition data.

See the detailed report ‘Analysis of food categories’, sections 5.1, ‘Volume sales’ and 5.2, ‘Calorie sales’.

Analysis by socio-economic status (SES)

The main findings of the socio-economic analysis for retailers and manufacturers were:

• the percentage of volume sales in each of the food categories were generally similar across socio-economic groups. However, groups C2 (skilled manual workers) and D (semi-skilled manual workers) purchased relatively more chips and potato products than other groups, and group E (economically inactive) purchased more complete main meals and pastry products, but less pizza and garlic or garlic cheesy bread
• calories per serving were generally similar across all the socio-economic groups, but there were some differences in both the family meals and pizza categories, with the more affluent groups purchasing products that contain more calories per serving than the less affluent groups. The number of calories per 100g were very similar across the socio-economic groups

For more information, see the detailed report ‘Analysis of food categories’, section 6, ‘Results: in home by social grade’.

Eating out of home

For a summary of the food categories described in this section, see appendix 2.

Main findings

The main findings for the eating out of home sector were:

• there were small increases (of around 2% or less) in the number of calories per serving in main meals (up 2.3%), starters and side dishes (up 1.4%) and sandwiches (up 1%) (see table 6 below and the analytical report, section 8.2, ‘Single serve products’)
• main meals (up 0.9 percentage points) and sandwiches (up 0.5 percentage points) showed a small increase in the percentage of products meeting the maximum calorie guidelines; and the starter and side dish category showed a decrease (down 1.7 percentage points) (see table 7 below and the analytical report, section 8.3, ‘Products meeting guidelines’)
• for children’s meal bundles, when looking at businesses where information was available for both years, it shows that there was little difference in the simple average calories per serving (down 0.9%) between the 2 years with an average of 666 kcals in 2021 compared to 672 in 2017

Table 6: percentage change in calories likely to be consumed on a single occasion (calories per single serve) by food category between baseline (2017) and 2021 for the eating out of home sector

Note the simple average (SA) is the simple arithmetic mean. Products are given equal weight.

Product category	Change in SA calories per single serve
Main meals	2.3%
Sandwiches	1.0%
Starter or side dish	1.4%

Table 7: percentage of products likely to be consumed on a single occasion (calories per single serve) meeting the maximum calorie guidelines by food category between baseline (2017) and 2021 for the eating out of home sector

Product category	Products meeting max calorie guideline in 2017	Products meeting max calorie guideline in 2021	Point change in proportions of products meeting max calorie guidelines
Main meals	86.7%	87.6%	0.9%
Sandwiches	74.7%	75.1%	0.5%
Starter or side dish	87.1%	85.3%	-1.8%

Joint categories for the in home (retailers and manufacturers) and eating out of home sectors

For a summary of the food categories described in this section, see appendix 2.

Main findings

The main findings were:

• there has been little change in the calories per serving in retailer and manufacturer branded pizza and pastry products between 2017 and 2021
• there was a reduction of around 4% in the calories per serving for pizza and a smaller reduction of 1.4% for pastry products sold in the eating out of home sector between 2017 and 2021

Table 8: percentage change in simple average calories per serving for product categories that are joint across retailers and manufacturers, and the eating out of home sector, between baseline (2017) and 2021

Note the simple average is the simple arithmetic mean. Products are given equal weight.

Product category	Retailers and manufacturers	Eating out of home sector
Pastry products	0.0%	1.4%
Pizza	-0.2%	-3.91%

Maximum calorie guidelines

The main findings were:

• increases in the proportion of products that meet the maximum calorie guidelines were seen for retailers and manufacturer branded pizzas (up 1.9 percentage points) and pastry products (up 0.6 percentage points) (see table 9 below and the detailed report ‘Analysis of food categories’, section 5.4, ‘Products meeting guidelines’)
• for retailers and manufacturer branded pastry products and pizzas, over 90% of products were below the maximum calorie guidelines in both 2017 and 2021 (data not shown)
• increases in the proportion of products in the eating out of home sector that meet the maximum calorie guidelines were seen for pastry products (up 5.3 percentage points) and pizzas (up 2.2 percentage points) (see table 10 below and the detailed report ‘Analysis of food categories’, section 8.3, ‘Products meeting guidelines’)
• in 2021 nearly 97% of pastry products sold in the eating out of home sector met the maximum calorie guideline, an increase of more than 5 percentage points compared to 2017; for pizzas, 66.1% of products sold in the eating out of home sector met the maximum calorie guideline in 2021 compared to 63.9% in 2017 (data not shown)

Table 9: percentage of products likely to be consumed on a single occasion (calories per single serve) meeting the maximum calorie guidelines by food category between baseline (2017) and 2021 for retailers and manufacturers

Product category	Products meeting max calorie guideline in 2017	Products meeting max calorie guideline in 2021	Point change in proportions of products meeting max calorie guidelines
Pastry products	96.9%	97.5%	0.6%
Pizza	91.8%	93.8%	1.9%

Table 10: percentage of products likely to be consumed on a single occasion (calories per single serve) meeting the maximum calorie guidelines by food category between baseline (2017) and 2021 for the eating out of home sector

Product category	Products meeting max calorie guideline in 2017	Products meeting max calorie guideline in 2021	Point change in proportions of products meeting max calorie guidelines
Pastry products	91.4%	96.7%	5.3%
Pizza	63.9%	66.1%	2.2%

Conclusion

The results show that generally limited progress has been achieved in working towards the ambitions and guidelines set for the calorie reduction workstream. In addition, total volume and calorie sales increased in a number of food categories in the retailer and manufacturing sector.

It should be noted that the time period for the data (52-week period ending 5 September 2021) covered the COVID-19 pandemic where schools, workplaces and businesses within the eating out of home sector were closed or there was limited access. This resulted in disruption of the food system with more food being purchased for consumption in the home and helps to explain the increase in sales seen in retailers and manufacturer branded products.

In addition, the guidelines were published in September 2020, so the data used for this assessment was collected relatively soon after publication. Despite the assessment being undertaken relatively early in the lifetime of the workstream, it provides a useful snapshot of where businesses were at. Additionally, businesses had been aware of the reductions they would likely be required to deliver following publication of the evidence document on calories in March 2018. Businesses were urged at that time to start taking action and not wait for publication of the final guidelines. The time period also means that the report will not consider impacts of either the out of home calorie labelling regulations or the locations regulations, which were both implemented in 2022.

It is expected that greater delivery on calorie reduction would be seen when the next assessment is published. In the interim, OHID will engage with stakeholders to understand opportunities and issues around delivering further reductions.

Businesses were originally expected to deliver the ambitions and guidelines for the calorie reduction workstream by the end of 2024. Due to the impacts of the COVID-19 pandemic, some of which are outlined above, the timeframe is being extended by an additional year to the end of 2025. In addition, businesses will be given until 2025 to meet the 20% sugar reduction target for the food categories included in the sugar reduction workstream. The government is clear of its expectations of business. It will continue to monitor this area but will also explore other levers if progress is not made. It is committed to working with businesses to ensure we create the conditions for a healthier nation.

Consumption of excess calories

Updated estimates of daily excess calories consumed by adults and children have also been included in the analytical report. This assessment was previously conducted for PHE’s 2018 calories evidence report.

Heights and weights collected from the Health Survey for England (HSE) for 2017 to 2019, and a series of equations used to calculate expected calorie consumption to maintain those weights, were used to derive the estimates. Estimates were also derived for adults aged 30 or more years according to the index of multiple deprivation (IMD). For more information, see the detailed report ‘Analysis of food categories’, section 9, ‘Results: excess calories’.

Results of updated assessment - excess calories

On average, compared to those with ideal body weights, children who are overweight or living with obesity consumed between approximately 180 and 560 excess kcals per day for boys, and between 180 and 330 excess kcals per day for girls, depending on their age.

The degree of excess calorie intake in children and adolescents increases with age.

Overall, on average, adults who are overweight or living with obesity consumed between approximately 250 and 450 excess kcals per day dependent on age and gender.

Males living in the least deprived quintile consume fewer excess calories in both age groups compared to the other quintiles. There was a clearer relationship between quantity of excess calories consumed and deprivation quintile for females, with those living in the more deprived quintiles consuming more excess calories.

Appendix 1: calorie reduction ambitions and guidelines

Note all of the figures in appendix 1 have been rounded to the nearest 5 kcals.

Table 11: summary of calorie reduction guidelines for in home retailers and manufacturers; and crisps and savoury snacks guideline

Category	Calorie reduction ambition	Baseline SWA per 100g (range) (kcals)	SWA reduction guideline per 100g (kcals)	Baseline SWA calories per portion (range) (kcals)	SWA guideline calories per portion (kcals)	Maximum guideline for calories per portion (75th percentile) (kcals)
Complete main meals (ready meals)	10%	135 (70 to 270)	120	475 (205 to 775)	430	570
Breaded and battered products	10%	225 (150 to 300)	200	275 (145 to 525)	245	320
Family meals (meal centres)	10%	135 (70 to 270)	120	310 (120 to 705)	280	410
Chips and potato products	10%	165 (100 to 250)	150	220 (140 to 410)	205	270
Garlic or garlic cheesy bread	10%	345 (275 to 410)	315	260 (165 to 375)	235	320
Crisps and savoury snacks	5%	510 (400 to 570)	480	120 (70 to 410)	115	205

Table 12: summary of calorie reduction guidelines for the eating out, takeaway and delivery sector

Category	Calorie reduction ambition	Baseline SA calories (range of calorie levels) (kcals)	SA guideline calories per portion (kcals)
Main meals	20%	1,080 (385 to 2,095)	860
Starter, side dish or small plates [note 1]	20%	465 (110 to 1,230)	375
Children’s meal bundles [note 2]	10%	700 (400 to 1,230)	630

Note 1: best practice guidance for sharing starters, side dish or small plates uses a multiplier of the maximum calorie guideline for a single serving (600 kcals). For example, a sharing starter for 2 should contain no more than 1,200 kcals, or for 3 people, 1,800 kcals.

Note 2: figures are based on weighted data to ensure all businesses products were equally represented in the analysis.

Table 13: summary of calorie reduction guidelines for categories that are joint between retailers, manufacturers and the eating out of home sector

Note joint guidelines for pizza, pastry products and sandwiches have been set using data for the eating out, takeaway and delivery sector.

Category	Calorie reduction ambition	Baseline SA calories (range of calorie levels) (kcals)	Simple average guideline calories per portion (kcals)	Maximum guideline for calories per portion (75th percentile) (kcals)
Pizza [notes 1 and 2]	20%	1,040 (475 to 2,320)	830	1,230
Pastry products	20%	535 (100 to 1,385)	430	670
Sandwiches	5%	510 (220 to 1,140)	480	580

Note 1: figures are based on weighted data to ensure all businesses products were equally represented in the analysis.

Note 2: best practice guidance for a sharing pizza (defined as greater than 11.5 inches diameter (or equivalent) or called a large, extra large or extra-extra large) using a multiplier of the maximum calorie guideline for a single serving (1,230 kcals). For example, a sharing pizza for 2 should contain no more than 2,460 kcals or a pizza for 3 no more than 3,690 kcals.

Appendix 2: category definitions

The following is a summary of the categories included in the calorie reduction workstream.

Food categories covering retailers and manufacturers only

Complete main meals

Includes:

• chilled, frozen or ambient traditional and vegetarian (meat, vegetable or meat alternative based)
• meals with a carbohydrate accompaniment (such as pasta, rice, noodles, potatoes, bread) - for example, lasagne, chicken korma and rice, vegetarian chilli and rice, sweet and sour prawns with noodles

Crisps and savoury snacks

Includes:

• all crisps and similar potato/maize snacks sold pre-packaged in supermarkets, as food on the go or out of the home, such as all standard potato crisps and vegetable, baked, multigrain and pulse-based crisps
• extruded, sheeted and pelleted snacks - for example, pitta based snacks, pretzels, poppadums, prawn crackers, pork scratchings, salted popcorn, bagged savoury crackers or biscuits

Family meals (meal centres)

Includes:

• chilled, frozen or ambient main meal centres with fish, shellfish, meat or poultry, vegetarian or meat alternative products in sauce, or topped with cheese without a carbohydrate component - for example, curry without rice, Bolognese sauce without pasta, beef casserole or cod mornay without potato

Breaded and battered products

Includes:

• chilled, frozen or ambient breaded or battered fish, shellfish, meat, poultry and vegetarian or meat alternative products - for example, fish fingers, fish cakes, scampi; chicken nuggets, Kiev’s, poppers, goujons, southern fried products, escalopes, crisp bakes; breaded vegetarian burgers

Chips and potato products

Includes:

• chilled, frozen or ambient chips and potato products - for example, potato chips, fries, wedges, waffles, shapes/smiles, rostis, crispy slices; sweet potato chips, fries, wedges; hash browns; croquettes; roast potatoes

Garlic or garlic cheesy bread

Includes:

• chilled or frozen garlic or garlic cheesy breads - for example, baguettes, flatbreads, pizza breads, ciabattas, focaccias; garlic tear and share breads; garlic breads with cheese topping such as cheesy garlic bread; dough balls with garlic butter/dip

Food categories covering the eating out of home sector only

Starter, side dish, small plates

Includes items such as:

• garlic/cheesy bread
• chicken including battered, breaded or grilled and chicken wings
• seafood including battered, breaded or grilled
• nachos, chips or other potato products or dishes

Main meals

Includes:

• main meal menu items - for example burger with chips, a large burger in a bun without an accompaniment (equal to or greater than 500 kcals), fried chicken/seafood and chips, sausage with vegetables and mash, curry with rice, pasta or noodle dishes, pies and quiche with meal accompaniments (such as roast meals)

• items that can be ordered separately on a menu to form a main meal such as curry and rice, sausages and mash, fried chicken and chips

Children’s meal bundles

Includes:

• specific menu items aimed primarily at children, grouped together to form a ‘meal bundle’ at a set price

Children’s meal bundles can include a combination of a starter, main meal, pudding and/or a drink for a set price.

Menu items within ‘children’s meal bundles’ can include products from other categories - for example, pizza, pastry products or starters side dish/small plates.

Food categories that cover both retailers and manufacturers and the eating out of home sector

Pastry products

Includes:

• meat, fish, vegetable and meat alternatives, such as pastry pies, sausage rolls, tarts, tartlets, quiches, slices, lattices, plaits
• all ambient, chilled and frozen products
• processed and ready to eat products
• products that can be eaten on the go or in the out of home sector

Pizza

Includes:

• chilled, frozen, prepared and cooked in-store
• as sold in the out, takeaway and delivery sector
• all toppings, except for garlic and garlic cheese pizzas, and types of bases

Sandwiches

Includes:

• all sandwiches as sold ‘on the go’, covering retailers, manufacturers and the eating out, takeaway and delivery sector - for example, sandwiches, filled subs, baguettes, ciabattas, wraps, bagels, filled muffins (such as bacon, egg sausage muffin), or small burger