“The sugar tax is not a ‘catch all’ answer to better health, nor is it a way to educate consumers – however, it has pushed the industry to begin embracing products that challenge the status quo and show that sugar does not equal flavour. Under the new proposed tax bracket, some soft drinks can still contain up to 24g of sugar in one 500ml serving, and face no levy; so, it is crucial for retailers to embrace innovation and health when stocking their shelves in order to progress.
“In the wake of the tax, many traditional soft drinks manufacturers have reformulated, but the real industry challenge is renovation versus innovation. We have been monitoring the market and have seen that soft drinks with a focus on ‘better for you’ are outselling traditional categories such as Cola, Carbonates and RTD Juice Drinks. Consumers are voting with their feet and retailers need to use their chiller space wisely.
Red Star brands has a number of ‘better for you’ brands in its portfolio including Bai and Sparkling Ice, both of which pioneer low sugar and maximum flavour.