Helping our consumers reduce their calorie and sugar intake

Cartons & Cans
Cartons & Cans

Soft drinks companies recognise they have a role to play in supporting and encouraging their consumers to make healthier choices to manage their calorie intake.

In recent years manufacturers have undertaken positive initiatives to promote calorie reduction whilst still meeting our consumers' needs.

What we have done so far...
Return to website

What we have done so far...

Through new product development, reformulation, wider availability of smaller pack sizes and significantly increasing advertising spend on low- and no-calorie options, UK soft drinks manufacturers have reduced sugar intake from their products by 22.9% since 2014.

… In fact, the soft drinks sector is the only major food and drink category to reduce sugar and calorie intake from its products consistently over the last decade, and is the only category to already have achieved Public Health England's calorie reduction target of 20% by 2020

Smaller pack sizes
Product Innovation
Sugar Reduction
Ad Spend
Download quick facts
What more can we do...

What more can we do...

20% calorie reduction
by 2020

In 2015 the soft drinks industry became the only food and drink category with an ambitious plan to reduce calorie intake from its products by 20% by 2020. We have reached this goal by building on our most successful efforts of recent years:

  • new product development
  • creative recipe changes
  • ever wider availability of smaller pack sizes
  • increase in advertising spend on low- and no-calorie drinks

76 calorie-reduction

No advertising of
regular soft drinks
to under 16s

As under 16s receive most advertising through social media and other online channels the soft drinks industry has voluntarily extended the current code for broadcasting to all of its advertising.

  • No advertising to under 16s on social media and other online channels
  • No advergames aimed at under 16s that feature regular soft drinks
  • No static advertising within 100m limit of a school
  • No advertising at or sponsoring sporting events and concerts aimed at unaccompanied under 16s

644 under-16

UK soft drinks manufacturers have reduced sugar intake from their products by 17.8% since 2012


Product Reformulation

Purity Soft Drinks has reduced the added sugar levels in its core range by 40% in the past 3 years, with 20% out in 2013 and now a further 20% out in the 2016 relaunch.

By the end of 2014 Nichols had removed more than 2,300 tonnes of sugar, 9.5 billion calories, from its products. In the last 12 months Nichols has further reduced the sugar usage across the portfolio by 8%.

By removing added sugar varieties of Robinsons and Fruit Shoot and reformulating other drinks, Britvic has removed more than 18 billion calories
from the soft drinks category since 2012.

Case Studies

60% of soft drinks now sold in the UK are low or no calorie


Product Innovation

As part of SHS Drinks’ commitment to reduce calories from its products by 5% by April 2016, they launched Shloer Light in 2014 which contains half the calories of ‘regular’ Shloer.

In 2014 Coca-Cola launched Coca-Cola Life which contains a third fewer calories than the regular option.

In May 2016 Lucozade Ribena Suntory launched a low calorie version of its iconic brand Lucozade.

Case Studies

Following a significant increase in availability, sales of 250ml cans have risen by 26.5% since 2011.


Smaller pack sizes

In 2014 sales of 250ml Coca-Cola grew by 23%, increasing distribution by more than 4,300 stores, to a total of 13,655 stores.

IRN-BRU regular and IRN-BRU sugar free 250ml packs are currently available in 75% of supermarkets in Scotland.

In partnership with PepsiCo, Britvic now offer 250ml multipack cans of Pepsi, Pepsi Max, Diet Pepsi, 7Up and Tango.

Case Studies

UK soft drinks manufacturers have increased their advertising spend on low and no calorie drinks by 70% since 2012


Advertising low & no calorie drinks

Coca-Cola has increased its marketing investment on nosugar, no-calorie cola drinks by 52% between 2012 and 2014.

72% of Pepsi’s 2015 estimated retail sales were in no sugar colas thanks to initiatives such as a commitment to only advertise low or no sugar cola varieties and better value pricing.

Following its ‘Zero Excuses’ campaign in 2015 5% of consumers of regular Red Bull moved to the low and no calorie options in less than a year.

Case Studies