The reduced sugar narrative has evolved in recent years, fuelling
the ‘permissible indulgence’ trend, in which
consumers seek indulgence without guilt. According to the most recent Taste Tomorrow report, two-thirds of Europeans believe reducing sugar contributes to better health. However, the research also found that consumers are unwilling to sacrifice taste or texture in pursuit of healthier alternatives. “This refusal to compromise on taste or mouthfeel, alongside technical, regulatory and labelling disadvantages, poses an issue for users of many established and emerging sugar alternatives – including high intensity sweeteners, synthetic fibres and polyol derivatives,” says Phillipa. “For a solution, chocolate producers who are also prioritising clean labels are turning to sugar replacements derived from natural fibres, such as chicory root fibres.
“There is now a small number of B2B chocolate manufacturers who can offer solutions that contain 40% less sugar, while retaining natural sweetness and indulgent flavour. This sizeable sugar reduction can provide a valuable buffer, making it possible for chocolatiers and producers of other finished goods containing chocolate to continue adding other sugar-containing ingredients if they wish, without sacrificing the ‘lower sugar’ claim on their finished product. It also means they can avoid changes to ingredient storage or production.”
Philippa highlights the fact that selecting a reduced sugar chocolate should be approached with diligence. “The best option will be determined only if B2B chocolate manufacturers consider numerous elements such as cocoa source,
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“confectionery manufacturers will need to make it easier for shoppers to be able to swap to healthier
confectionery snacks by using more transparent communication”
interactions and synergies between ingredients and the impact of the chocolate-making process. This mindful approach ensures that finished chocolate products benefit from balanced taste while simultaneously striking a chord with increasingly health-conscious and discerning consumers.”
It is very apparent that confectionery brands do need to start the process of offering healthier, reduced-sugar options to their customers. However, there is a need to apply caution when developing sugar reduction strategies as it is vital that it never compromises taste. Taste and enjoyment will continue to be the main reason why people turn to confectionery products, so it is crucial that any better-for-you products are not associated with compromised indulgence.
Kennedy’s Confection April 2022 23
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