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.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.