Helping our consumers reduce their calorie and sugar intake

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.  

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What we have done so far...

initiatives--can initiatives--bottle

What we have

done so far...

Through new product development, reformulation, wider availability of smaller pack sizes and significantly increasing advertising spend on No & Low-Calorie options, UK soft drinks manufacturers have reduced calorie and sugar intake from their products by 29% between May 2015 and May 2019.

... In fact, the soft drinks sector has been the only major food and drink category to reduce sugar and calorie intake from its products on a consistent basis.

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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