Grocer Albert Heijn is joining the fight against sugar. From the end of this year, the supermarket will reduce the sugar content of hundreds of its private brand products and launch new products with no added sugar.
Albert Heijn is reducing the amount of sugar between 10 and 40% in various products, including yogurt, custard, ketchup and cookies. The retailer will also put an information guide next to the soda shelf so that customers can see how many calories and sugars they consume with each can of soft drink.
The supermarket wants to gradually make its consumers used to consuming less sugar. The aim is to make products less sweet and avoid sugar as much as possible, though in some products the sugar will have to be replaced by other sweeteners.