Private Label

Waitrose Reduces Sugar In Private-Label Desserts

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Waitrose Reduces Sugar In Private-Label Desserts

UK retailer Waitrose has announced that it is ‘significantly’ lowering the sugar levels in many of its dessert products, as part of the supermarket’s ongoing sugar-reformulation programme.

Fifteen of Waitrose’s own-brand chilled desserts have seen their average sugar content lowered by 14%, including the retailer’s mixed-berry trifle and apple pie.

The retailer says that the new recipes have been developed by a team of chefs, to ensure that there is no change to the taste of these products.

Sugar Reformulation

“We all like a sweet treat now and then, but it’s important to keep an eye on your sugar intake,” said Dr Emma Williams, senior nutritionist at Waitrose.

“We’ve been working hard to ensure our shoppers can make lower-sugar choices when enjoying desserts, without compromising on taste or quality,” Williams said.


Waitrose says that this measure is part of its ongoing reformulation project, which has already seen a significant amount of sugar removed from cereals, chilled juices, yoghurts, soups, cordials and fizzy drinks.

“Sugar reduction is a key part of our overall approach to making continuous nutritional improvements to the food and drink we sell,” added Williams.

© 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.

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