Rio reckons choice key to tackling sugar tax

Brand warns against artificially sweetening ‘full sugar’ drinks

TROPICAL soft drink brand Rio has released new figures suggesting a majority of consumers would be happy to switch to a lower sugar version of their favourite drink rather than pay more for full sugar.

The research, carried out by Rio ahead of the implementation of the new sugar levy in April 2018, found 64% of consumers would switch to a lower sugar version rather than pay more for their drink.

However, despite this preference Rio has warned many consumers are also opposed to purchasing products with artificial sweeteners, with the firm suggesting retailers stock drinks catering to both tastes to ensure they hit the mark.

Danielle Obbard, brand manager at Rio said: “Rio will neither be compromising on the natural credentials – nor on the taste – of its Tropical (full sugar) product as we believe our consumers should be able to make their own choices when it comes to sugar vs sweeteners.

“In order to ensure we are providing consumers with this choice we have this year expanded the available formats for our Rio Tropical Light (No Added Sugar) variant. Both 330ml can (24 pack) and 500ml bottle (12 pack) are now available in Price Marked and Non Price Marked packs (as is the case for the standard Tropical variant). Within a Convenience retail environment where both Rio Tropical (full sugar) and Rio Tropical Light (No Added Sugar) are ranged alongside each other we are seeing comparable rates of sale”.