Dutch Supermarket in Sugar Reduction Drive Across Home Label Products

Speaking with FoodIngredientsFirst, the Dutch retailer said it was responding to calls for less sugar from its health conscious customers and believes that by the end of 2017 own-label products will be some 250 million sugar cubes lighter.

When we asked what has prompted the sugar reduction move and “why now”, spokesperson  Anoesjka Aspeslagh said: “Because customers want to make healthy choices and eat a balanced diet. Customers are enthusiastic about this development.”

 

Some of the first reduced sugar products will target families and particularly children. Initially sugar content will be reduced by 10 percent to 40 percent across own-label yoghurt, custard, ketchup and cookies. Over the coming weeks Albert Heijn will also introduce a line of Greek yoghurt for children, a variant without added sugar and containing 100 percent fruit.

 

“The first selection includes 100 popular own-brand products that are often bought by families, including yogurt, custard, ketchup and sugar cookies,” Aspeslagh adds.

 

“More and more consumers are aware of sugar so that is why Albert Heijn examined its range and we started a big sugar reduction,” added Marti van Egmond, director of merchandising and sourcing. “The first step we are taking is a reduction of 10 percent to 40 percent in over one hundred popular own brand products.”

 

Information about the quantity of sugar is becoming increasingly important to consumers, and is particularly relevant parents. In addition to launching the reduced sugar range, the retailer is also running its own in-house “Fresh Pointer” an information chart that details the calorie content of soft drinks sold in store.
“That’s just the beginning as we’ve also introduced the soda shelf fresh guide with clear information about the amount of sugar and calories.”                                                                

 

At a glance customers can see what sugars and sweeteners sodas and soft drinks contain through a color guide signaling no sugar with a yellow code through to high in sugar with an orange code.

 

Customers can also see if beverages have been artificially sweetened or if the sweeteners are of natural origin. The guide will contain information of all types of drinks from sparkling waters to fruit juices and sodas.

 

Albert Heijn also plans to reduce the sugar content in its own brands of sodas by 10 percent in the coming years.