This week, the UK Government announced that the sugar tax threshold would be reduced from 5g to 4.5g per 100ml on fizzy drinks, and that pre-packaged milkshakes and coffees that are high in sugar will face the tax for the first time from 2028. This is being implemented as an effort to tackle the issue of childhood obesity. The Government had considered lowering the threshold to 4g of sugar per 100ml but decided against this following industry feedback on the practical challenges, costs and risks associated with product reformulation.
Irma Gonzalez, Global Product Manager, Sweet Taste, Givaudan Taste & Wellbeing shares her insights on the issues of sugar reduction for the food industry: “Sugar reduction is a scientific domain that’s extraordinarily complex. When you remove sugar, the complexity and delicacy of a sweet flavour can be lost too. Having a deep knowledge of sweetness perception is crucial, but no easy feat. Manufacturers need help navigating the regulatory landscape – which is constantly changing – to meet the necessary requirements but also provide the full taste experience that is desired by consumers. Industry players face the huge challenge of creating new and desirable products with less sugar, but without compromising taste – within budget and at scale. Not to mention overcoming various challenges associated with alternative sweeteners, such as aftertaste and bitterness, which can be undesirable for consumers. Food and beverage manufacturers will need to identify solutions to mask off-notes and imbalances in sweetness modulation and develop innovative recipes that consumers prefer.”
“The reduction of sugar in brands is viable today. True innovation is needed to meet evolving market needs. Several formulas are available to manufacturers that can deliver flavourful and nutritionally balanced products that cut sugar without compromising taste. Going beyond traditional descriptive profiling, a Holistic Profiling approach that allows a deeper understanding of consumers’ perceptions of foods and beverages will be key to future product formulation.”
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