Retailer Waitrose has revealed plans to remove 25 tonnes of sugar from its own-label products this year.
To reach this 25-tonne target, the supermarket has announced that it will reduce sugar in its range of breakfast cereals during 2016.
Waitrose intends to strip more than 7.5 million calories, or nearly two tonnes of sugar, out of its cereals in the coming year – this will mean that by the end of this year the supermarket will have removed nearly 25 tonnes of sugar from its own-label products across a variety of categories.
The cereal commitment will involve a 15% sugar reduction in cornflakes, one of Waitrose’s top-selling lines, and significant sugar reduction in other popular products, including honey and nut cornflakes and choco pops.
Moira Howie, nutrition manager at Waitrose, said: “Breakfast is an essential part of a healthy lifestyle, so Waitrose will continue to focus attention on cereals and other popular breakfast choices such as sweet pastries, smoothies, yoghurts and juices in the coming year, so we really can help customers make a healthier choice.”
Seven tonnes removed to date
To date, a total of seven tonnes of sugar have been removed from chilled juices, and 14.6 tonnes removed from own-label yoghurts. The retailer has also reduced the sugar content of undiluted juices, cordials and squashes by between 5% and 15% without the use of sweeteners and by between 10% and 30% for fizzy drinks.
Howie added: “We have already made significant progress in reducing sugar across everyday items like drinks and yoghurts. However, it is not simply a question of removing sugar; we are also adding healthier ingredients which have nutritional benefits into our own-label range, such as wholegrains, vegetables and fruit.”