One of the best ways to “push industry to do better” is through laws, according to Incredo vice president for marketing and business development Shiri Ranot
Obesity continues to rise across Europe, especially among children. One in three aged between six and nine are overweight or obese, World Health Organisation data shows.
The sector has worked to reduce sugar and calories in products, especially the soft drinks industry which has wiped away near 34% of sugars since 2000, Unesda data shows.
No- and low-calorie soft drinks accounted for 40% of sales across Europe and 50% in some markets. In the last four years alone an additional 10.8% had been removed from the category.
Soft drinks sugar reduction
But more needed to be done, argues Ranot, who says most of the sugar included in products was surplus to requirement, as “up to 80% of sugar is washed straight down to your gut – it’s a really inefficient ingredient".
Though she admits sugar should never be done away with from the industry, and should still be used – especially for consumers who seek clean-label products.
But there is a need for better education on sugar for consumers, she furthers, while industry needs to explore other reduction options beyond sweeteners.
Front-of-pack nutritional labelling – such as traffic light or Nutri-Score systems – were one of the only ways to both educate consumers on sugar and encourage industry to reduce it.
“In many countries, regulators think front-of-pack labelling should be optional and not mandatory,” she explains. “It needs to be mandatory so that food and drink manufacturers are forced to do better.”
Currently, it was voluntary but could also be used to help consumers reduce intake of other potentially harmful ingredients like salt.
Mandatory front-of-pack labelling
“Canada is going to push for regulation to introduce front-of-pack labelling. This, combined with government awareness campaigns, can really make a difference.”
Countries including Mexico and Chile have moved to mandatory front-of-pack labelling.
Studies from the latter showed around a third of families bought less food and drinks containing high levels of sugar and salt.
UK charity Action on Sugar made a push this week to have products high in sugar more clearly labelled on pack fronts.
Better education, industry innovations and policy interventions could all contribute to reducing sugar consumption, it said.
