01 Mar 2018 --- Sugar reduction is at the top of most NPD agendas and in just over a month (April 6, 2018), the much-debated sugar tax will come into effect in the UK. The market penetration of new food & beverages with sugar reduction claims continues to grow. Interestingly, a recent poll conducted in a live webinar hosted by FoodIngredientsFirst and presented by Kerry yesterday finds that 64 percent of the industry believes that reducing sugar in Sweet Confectionery & Bakery will be most challenging, despite ingredient innovation thriving in this area. This application area was followed by Beverages on 20%.