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FLAVOURS & TRENDS


Growing for good, naturally sweet drinks


With a wave of consumer demand for healthy options and pressure to reduce sugar content in line with industry regulations, new opportunities are opening up for beverage companies to make the switch to natural sweeteners. Zafer Gezgin, principal scientist at Suntory Beverage and Food Europe, talks about the company’s approach to developing naturally low-sugar drinks.


S


ugar reduction has been on the to-do lists of soft drink companies for decades now. WHO guidelines in 2015 recommended a reduction of sugar intake to less than 50g/d for adults, and a recommended reduction to less than 5% sugar in drinks followed, which is about 50% of the most common sugar levels in drinks. This pushed sugar reduction even further up the to-do lists, with even more ambitious targets than the 30% reduction norm – the legal minimum to attain the required energy reduced status in drinks, when using sweeteners of any kind.


Growing for good with mid-cal


Suntory Beverage and Food Europe (SBFE) took this as an opportunity and used it as one pillar to revolutionise drinking, in line with our Yatte Minahare philosophy to dream big and go for it. We committed to reducing the sugar level to below 5% in all our Great Britain & Ireland (GB&I) core brands and agreed on the ambition to do the same across Europe for all new product development. What stood out from the crowd with this approach is that it meant we had to dare and change our high-volume products, including big brands such as Lucozade and Ribena.


Figure 1. Suntory Europe ambitions: -35% by 2025 (versus 2015) Sugar reduction levels in the total SBFE added sugar volume since 2006


0% -5% -10% -15% -20% -25% -30% -35%


14 | Beverage Essentials Handbook


versus 2006 -31.1% versus 2015 -21.5%


2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023


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