SOFT drinks brands Lucozade and Ribena have pledged to cut the amount of sugar in some products as part of the Government’s efforts to cut obesity rates.
The sugar in the Ribena ready-to-drink line and Lucozade Energy will be cut by “up to 10 per cent”, while AG Barr will reduce the calorie content across its drinks range, which includes IrnBru, by 5 per cent.
Public health minister Anna Soubry welcomed the pledges as part of efforts to “reverse the rising tide of obesity”.
The Government launched its Responsibility Deal calorie reduction pledge to encourage businesses and other organisations to help consumers consume less sugar.
The J20 brand has also announced it is to launch two flavours in a new slimline can which will represent a 10 per cent calorie reduction compared with its standard 275ml bottle, while Co-operative Food will look at
controlling calories in popular product lines and Burton’s Biscuits will offer more portion control packs and review its recipes.
Ms Soubry said: “Being overweight and not eating well is bad for our health. To reverse the rising tide of obesity we have challenged the nation to reduce our calorie intake by five billion calories a day. On
average that’s just 100 calories less a day per person.
“Today’s announcement will cut the calories and sugar by up to 10 per cent in leading brands like Lucozade and Ribena. Through the Responsibility Deal we are already achieving real progress in helping people reduce
the calories and salt in their diet. Overall, more than 480 companies including many leading high street brands have signed up to the Responsibility Deal.
“All of the major supermarkets have now committed to removing artificial trans fats, and over 70 per cent of fast food and takeaway meals sold on the high street have calories clearly labelled, but more needs to be done.”