Low sugar rush

LUCOZADE Ribena Suntory has revealed plans to slash the sugar content in its drinks by 50%.

Starting from July 2017, the firm says all existing and new drinks containing added sugar will have less than 4.5g of total sugar per 100ml (approximately a teaspoon) — and zero and low calorie alternatives will be available for each brand.

Lucozade Ribena Suntory’s plans mean it will bypass the sugar tax.

By reformulating in this way, LRS will avoid the UK government’s Soft Drinks Industry Levy, also known as the ‘sugar tax’.

Peter Harding, chief operating officer at Lucozade Ribena Suntory, said: “The world has changed with consumers now wanting healthier drinks and more action from the brands they regularly enjoy.

“We believe our decision to radically reduce sugar by 50% in Ribena, Lucozade and Orangina, while still delivering a fantastic taste, is a great moment for our company, our loyal consumers and for the wider food and drink industry.

“I’m also excited to reaffirm our passion for inspiring people to move more with our multi-million pound investment over the next three years.”

As part of the plan, LRS will also clearly display calories on front of pack and invest £30m over the next three years in sport and exercise to help get people moving more.

The announcement was made in the same week that Tesco revealed the sugar content in its own brand soft drinks has been cut by up to 50% over the last five years. The sugar tax is due to come into force in April 2018.