British grocer The Co-operative Food has pledged to customers that will remove almost 100 million teaspoons of sugar from its shelves by introducing a ‘no added sugar’ private brand line of squash based juices. The removal of added sugar from its “High Juice” squash line will reduce the amount of sugar in the range by 90%.
The retailer also announced that it was signing up to a five-point pledge under the UK government’s Responsibility Deal.
Which includes a commitment that by the end of this month all The Co-operative Brand dilutable drinks will contain no added sugar and 90% of all private brand soft drinks will be either sugar free, have no added sugar or will be low in sugar.
The Co-op’s five pledges are:
- By the end of July 2014, the entire range of The Co-operative private brand Dilutable Drinks (High Juice and squashes) will contain no added sugar.
- By the end of July 2014 more than 90% of all The Co-operative private brand soft drinks (squash, fruit juice, carbonated drinks and water) will be either sugar free, have no added sugar or will be low in sugar (low sugar = < 2.5g/100ml).
- The removal of added sugar from the retailer’s High Juice Squash range, reducing the amount of sugar in the range by 90%.
- By early 2015, healthier soft drinks (either sugar free, no added sugar or low in sugar) will have 25% more shelf space in stores.
- The creation of a new “health and well-being” line of soft drinks, using only natural ingredients and sweeteners, introduced by the end 2015.