15 Nov 2018 --- Givaudan has launched a new approach to sugar reduction that delivers “fully satisfying, reduced-sugar products without added sweeteners.” The approach seeks to combine the use of a new proprietary sensory language, novel ingredients and an understanding of sweetness and satisfaction to deliver up to 50 percent reduction in sugar, while maintaining consumer preference. The sugar reduction challenge is about closing the gap and restoring the overall experience offered by “full sugar.” The move comes amid a more holistic approach from the leading supplier, as it increasingly looks beyond the concept of “flavor” alone towards a broader approach to overall “taste.”
