Lucozade and Ribena will reduce the amount of sugar and calories in their products by up to 10 per cent as part of the Government’s drive to curb obesity levels, Public Health Minister Anna Soubry has announced.
Speaking at the Food and Drink Federation’s ’Delivering Healthy Growth’ stakeholder event, the minister unveiled the latest brands to sign up to the Responsibility Deal’s calorie reduction pledge.
Ribena ready to drink and Lucozade Energy will reduce the amount of sugar and calories by up to 10 per cent; AG Barr, who produce IrnBru, will reduce the calorific content across their portfolio of drinks by five per cent; and J2O will launch two flavours in a new slim-line can which will represent a 10 per cent calorie reduction compared with their standard 275mL bottle.
Public Health Minister Anna Soubry said: “Being overweight and not eating well is bad for our health. To reverse the rising tide of obesity we have challenged the nation to reduce our calorie intake by five billion calories a day. On average that's just 100 calories less a day per person.
“Today’s announcement will cut the calories and sugar by up to 10 per cent in leading brands like Lucozade and Ribena. Through the Responsibility Deal we are already achieving real progress in helping people reduce the calories and salt in their diet. Overall, more than 480 companies including many leading high street brands have signed up to the Responsibility Deal.”
The Public Health Responsibility Deal aims to tap into the potential for businesses and other influential organisations to make a significant contribution to improving public health by helping us to create this environment.
England has some of the highest obesity rates in the developed world with 60 per cent of adults and one third of 10 and 11 year olds being overweight or obese. The Government’s Obesity Call to Action outlined that consuming too many calories is at the heart of the problem and through initiatives like the Responsibility Deal Calorie Reduction pledge concerted action is needed.
Other pledges announced include:
Co-operative Food will look at controlling calories through a variety of measures, including establishing calorie guidelines and target levels in popular product lines; and
Burtons Biscuits Company will offer more portion control packs and will be reviewing its recipes to reduce calories where possible within its portfolio.