PepsiCo sweet talks consumers with pledge to limit sugar and calorie volumes

Pepsi sweet talks consumers with pledge to reduce sugar and calorie volumes

PepsiCo is seeking to position its beverage range toward increasingly health conscious consumers by introducing further sugar and calorie reductions.

Tapping into the global zeitgeist, the firm will limit at least 66 per cent of its drink output by volume to just 100 calories from added sugars per 12-ounce serving by 2025 – a marked increase on the current level of 40 per cent.

This would affect well-known brands such as Pepsi, Mountain Dew, Tropicana and Gatorade.

The drinks giant’s announcement follows a World Health organisation recommendation that governments enforce taxes on products high in sugar in an effort to combat growing instances of obesity and diabetes. It calculates that a 20 per cent increase in retail costs would drive down consumption by a fifth.

Current health advice states that people should limit their added sugar intake to less than 10 per cent of their energy needs, with a five per cent limit put as the ideal.

The UK announced it would implement a sugar tax last year following introduction of similar measures in Mexico, Hungary and several US cities.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.