This week, the European soft drinks industry is announcing a bold new commitment, to reduce the average added sugar content of its still and carbonated soft drinks by 10% between 2015 and 2020.
This is the latest voluntary move by the industry to help consumers control their intake of sugar, enabling Europeans to make healthier choices for themselves and their families.
The new commitment, announced by the European soft drinks industry body UNESDA, comes on top of the 12% cut in sugar and calories already achieved between 2000 and 2015. This means that the rate at which sugar and calories are being removed from soft drinks in Europe will be effectively tripled, marking a considerable acceleration in the speed and scale of the industry’s efforts.
“This latest voluntary initiative to reduce sugar shows the willingness of the European soft drinks industry to act and make a meaningful contribution to European public policy objectives to improve health,” says Sigrid Ligné, Director General of UNESDA.
The Coca-Cola Company started on a journey to reduce sugars from its beverages in Europe many years ago, through a mix of different tools: reformulation, innovation, smaller portion sizes and promoting low-and no-calorie drinks.
In several countries, it already supports local sugar and calorie reduction pledges through the national soft drinks associations, such as in France, UK, Belgium, The Netherlands and others.
As Wouter Vermeulen, the company’s Group Director International Government Relations and Public Affairs, says: “With this new commitment, the beverage industry is now joining forces at a European level, reaching more than 500 million consumers, ensuring a coherent and consistent approach on added sugar reduction.”
Nikos Koumettis, Central and Eastern Europe Business Unit President, concludes: “As a company, we have always grown by listening and responding to our consumers, stakeholders and society at large. We agree that too much sugar isn’t good for anyone and want to enable consumers to better control their intake of added sugar. I believe that this and the other actions we are taking will help more people make the right decisions for them and their families.”
The European soft drinks industry’s action on sugar
- Soft drinks represent less than 3% of calories in the average European diet
- Average calories per 100 ml have been reduced by 12% from 2000-2015
- Availability of pack sizes smaller than 330ml (standard can) increased 150% since 2006
- There are now over 30 different packs to choose from
- 66% of new product introductions are no and reduced sugar products
- No and low sugar/calorie drinks represent over 30% of sales in several EU markets
More on Journey
- Our Way Forward: How We're Keeping People at the Heart of Our Business
- Coke’s Way Forward: New Business Strategy to Focus on Choice, Convenience… and the Consumer
- Meet Jeff: A Miami-Based Employee Featured in Coke’s 'Dear Future' Ad
- Meet Curtis: A Charlotte, N.C.-Based Employee Featured in Coke’s 'Dear Future' Ad
- Coca-Cola Co. USA Goes Even More Local, Focuses on Community Action in Next Wave of Company Communications Effort