Reducing sugar intake is a hot topic for health conscious consumers, media campaigns and even the World Health Organisation. Food manufacturers that release low-sugar versions of their products often find these items simply do not sell. Consumers either complain about the taste of these low-sugar variants or do not buy them outright, especially in indulgent categories such as confectionary. The best way for companies to lower sugar content is through “stealth reduction” –changing the formula of a food without consumer’s knowledge. If consumers do not know a product has changed, they will be less likely to notice a difference in taste. In beverages, the tactic is easier as consumers have been purchasing low-sugar, sugar free and sugar substituted beverages for years.
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