>
Makers of Lucozade and Ribena drinks, have announced plans to reduce their sugar by more than 50 per cent, saying it was a plan to make the drinks healthier and more appealing.
Lucozade Ribena Suntory (LRS), will make all of its brands, including Orangina and V Energy, contain less than 4.5g of sugar per 100ml.
According to the UK company, the products’ packaging will be changed to ensure that the nutritional information of the drinks are clearly seen.
The move means none of the brands will fall into the sugar tax category, which is set to come into effect in 2018.
The U.K. government announced a sugar tax in their childhood obesity strategy to halve the number of overweight children by 2026.
The levy is expected to come into force in 2018 and will affect producers and importers of soft drinks that contain ‘added sugar’.
But after LRS’ change, all of their drinks will fall below the tax – which is aimed at products contain 5g of sugar or more per 100ml.
The Times quotes Peter Harding, chief operating officer at LRS, as saying that the changes would come into measure by next summer.
He said: “Today’s announcement is a game changer for our business and for those people who love and enjoy our drinks.
“The world has changed, with consumers now wanting healthier drinks and more action from the brands they regularly enjoy.”
Per 100ml, Lucozade Energy Orange contains 13g of sugar while Ribena Blackcurrant has 10g. Orangina also has 10g of sugar per 100ml, while V Energy contains 11.2g.