SPAR Austria Reduces sugar Private Brand

photo by Andreas Tischler

A year ago, grocer SPAR Austria announced its intention to reduce the amount of sugar in its private brand products. This goal was to be achieved through sugar reduction and the promotion of sugar-free products and sugar alternatives. A year on, this move by SPAR Austria has resulted in the reduction of sugar in more than 50 SPAR Own Brand products.

SPAR Austria has analyzed the recipes of its private label products, such as soft drinks, cereals, ice cream, fruit preserves, fruit bars and yogurts, and work is now being carried out to reduce sugar in an additional 300 products. Over the next few years, SPARaims to remove at least 1,000 ton of sugar from its own brands.

SPAR Austria has tried to keep its product sugar levels in line with the World Health Organization’s dietary recommendations. For example, SPAR Natur pur yogurt contains only 12g of sugar per 100g and the SPAR Vital whole grain cereals only contain 0.8g sugar per 100g.

Commenting on this move, SPAR Austria CEO, Gerhard Drexel, said: “Sugar reduction and sugar-free products are our priority. We kept our promise given back in February 2017 and not even a year after the launch of the sugar reduction campaign, we can proudly offer 50 additional own brand products containing less sugar or no sugar.”

Fewer sweet products, less sugar, less harm and more good. SPAR Austria’s goal in 2018 is to consistently reduce sugar in its own brand products and provide its customers with more healthy food options. “It is important to us that our shoppers’ understanding of sugar is sharpened and that they have the possibility to choose healthier products. For this reason, we have chosen to reduce sugar instead of replacing it with sugar substitutes because the best way for a healthier diet, is the general reduction of sugar,” said Drexel.

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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.