Coop Sweden has relaunched seven of its private-label soft drinks, after reducing their sugar content by 20%.
The retailer says that it has reformulated these beverages without the addition of artificial sweeteners, which has also reduced calorie content by 50 kcal.
Overall, this initiative has resulted in the reduction of 120 tonnes of sugar per year from the diets of consumers.
“We, as a food company, have a major responsibility in the process of reducing sugar,” said Anneli Bylund, health coordinator at Coop. “It is particularly fun to be able to launch the new soft drinks with improved content.”
Coop Sweden says that 40% of its customers always check the sugar content of the foods that they buy, according to a shopper survey.
As a result, the retailer is undertaking ‘strategic efforts’ such as this in response to consumer demand.
In July, Coop introduced a new range of sweets, which contain 95% less sugar and up to 50% fewer calories than traditional sweets.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.