euronews.com
SBFE Reduces Sugar in Drinks by 30%, Aims for Further Cuts
Suntory Beverage & Food Europe (SBFE) has reduced added sugar by 30% across its portfolio since 2015, achieving 60% of its drinks with under 5g of sugar per 100ml, through a company-wide effort involving reformulation, R&D, and consumer insights, aiming for further reductions by 2025 and 2030.
- What specific actions has SBFE taken to reduce sugar in its drinks, and what are the immediate results?
- Suntory Beverage & Food Europe (SBFE) has reduced added sugar in its drinks by 30% over the last decade, with 60% of its current offerings containing under 5g of sugar per 100mL. This involved reformulating over 300 drinks and represents a company-wide shift impacting R&D, consumer insights, branding, and packaging.
- How does SBFE's approach to sugar reduction incorporate consumer preferences and market-specific regulations?
- SBFE's sugar reduction strategy, guided by Japanese principles of Gemba and Seikatsusha, prioritizes consumer preferences and local regulations. The company invests in R&D facilities across Europe to fine-tune recipes, achieving significant reductions like the 15% sugar reduction in Oasis Tropical in France since 2023 and a 38% reduction since 2006.
- What are the long-term goals and potential challenges SBFE faces in its sugar reduction initiative, and how does it address regulatory concerns?
- SBFE aims for a 32% added sugar reduction by the end of 2025 and over 35% by 2030. This commitment is part of their 'Growing for Good' vision and is supported by initiatives such as the EU Code of Conduct and their own Responsible Code of Marketing and Communications. They advocate for consistent, science-based regulations across Europe to support ongoing reformulation efforts.
Cognitive Concepts
Framing Bias
The narrative is overwhelmingly positive and self-congratulatory, focusing heavily on Suntory's proactive approach and significant progress. The framing emphasizes the company's commitment and achievements, potentially downplaying any limitations or shortcomings in their sugar reduction efforts. The headline (if there were one) would likely highlight their success. The introduction sets a positive tone, highlighting their long-term commitment and emphasizing the 'better choices' they offer.
Language Bias
The language used is largely positive and promotional. Phrases like "beloved brands," "positive choices," "embraced the challenge head-on," and "Growing for Good" convey a strong sense of accomplishment and positive intent. While some objective data is provided, the overall tone leans heavily toward self-promotion rather than neutral reporting. The description of sugar reduction as a "quest for the Holy Grail" is a hyperbolic expression that may enhance the positive narrative.
Bias by Omission
The article focuses heavily on Suntory's efforts and achievements in sugar reduction. It omits discussion of potential criticisms or challenges related to their reformulation process, such as the cost implications for consumers or potential negative impacts on taste for some consumers. While acknowledging the complexity of reformulation, it doesn't fully explore alternative approaches or the perspectives of competitors.
False Dichotomy
The article presents a somewhat false dichotomy between great taste and reduced sugar, implying that significant sugar reduction inherently compromises taste. While acknowledging complexities, it doesn't fully explore the possibility of achieving both aspects simultaneously through innovative means or other strategies.
Sustainable Development Goals
Suntory Beverage & Food Europe (SBFE) has reduced added sugar in its drinks by 30% in the last decade and aims for a 35% reduction by 2030. This directly contributes to improved public health by reducing sugar consumption, a major factor in diet-related diseases. The company's commitment to reformulating drinks to reduce sugar content aligns with efforts to promote healthier lifestyles and reduce the global burden of non-communicable diseases.