FLAVOURS & TRENDS


Implementation started in 2017 and led to a


signifi cant sugar-reduction fi gure on our overall volume, which stands out from the crowd (>30% versus 2006), and our new ambition is to achieve another 35% reduction versus 2015 by 2025 (see fi gure 1). Our eff orts as SBFE have exceeded our commitments as part of the European beverage industry, where a 10% reduction was targeted and 12% was achieved from 2000 to 2015 – the existing commitment is another 10% from 2015 to 2020.


Growing for good with naturals The true revolution we are looking for goes beyond numbers. One major dilemma in the area


of sugar reduction in Europe is that on one side there are the rising obesity fi gures commonly associated with sugar, and on the other side there is a big trend and consumer demand for natural ingredients. This dilemma is also connected to the existing legislation and guidelines in Europe, which allow the use of conventional sweeteners but limit and restrict the use of new natural alternatives that have been approved in other regions of the world.


Stevia is the only ‘natural origin’ sweetener currently approved in Europe. They are molecules extracted from the leaves of the Stevia rebaudiana Bertoni plant. However, there


Figure 2. Widely known sweeteners of natural origin.


High-intensity sweeteners


Stevia Monkfruit Thaumatin Brazzein


Low-intensity sweeteners


 EU max 1% sugar sweetness (approved as fl avour enhancer)


Erythritol


 Found in fruits, but produced by fermentation of sugar


 Higher cost in use than sugar and stevia


 Not EU approved, although OK in 11 developed countries  2017 EFSA application still pending with unpredictable timeline  More expensive and less available (only from China) than stevia


 Max 1% sugar sweetness (approved as fl avour enhancer)  Not available sustainably due to limited Katemfe fruit supply and high cost


 Not EU approved, 2025 predicted. Will be produced by fermentation of sugar


Beverage Essentials Handbook | 15


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