The Association of Greek Soft Drink Industries (SEVA) has announced its commitment to reducing sugar in carbonated and non-carbonated soft drinks by 10% by 2020, according to Greek news portal Food Business.
The goal is to extend this to other popular drinks such as iced tea and ready-made coffee, sports and energy drinks.
The initiative comes as a response to changing consumer preference on sugar intake and the invitation of Member States and the EU Commission to create a coordinated approach to the reformulation of food products.
The beverage industry in Europe has already achieved a 12% reduction in sugars found in carbonated and non-carbonated drinks between 2000 and 2015.
SEVA said that it will measure the average sugar content per 100ml based on sales volume.
Not So Sweet
In order to achieve this goal, SEVA has said that distinct nutritional labelling, responsible marketing, promotion of new, low-calorie or non-calorie choices and increasing availability of smaller packaging sizes are all essential.
SEVA has welcomed the idea of working with other interested parties to promote a balanced lifestyle and healthier dietary standards.
"We are particularly proud that the beverage industry in Greece is making a significant step forward with a commitment that meets the EU's goal of further reducing sugar by 10%,” said SEVA president Angeliki Patruba.
“We recognise that more needs to be done to help consumers better control their calorie intake for themselves and their families. To reach our ambitious goal, we will use a wide range of tools and we call on other companies in the industry, as well as other categories of food and drink, to join our efforts by offering consumers choices that help them reduce sugar intake."
Greek medical experts have welcomed the efforts of SEVA to reduce sugar in drinks. Leonidas Lanaras, president of the Hellenic Research Foundation, said he believed that this action will make a significant contribution both to tackling and preventing obesity.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O'Sullivan. Click subscribe to sign up to ESM: European Supermarket Magazine.
