In 2018 Bidfood revealed a 23% sugar reduction within its ice cream range and has continued to exceed the targets set by Public Health England’s (PHE), of 20% sugar reduction by 2020.
Laura Manning, bakery and desserts category manager, said: “Within the bakery and desserts category, consumers generally won’t choose a low sugar option. It is therefore important to reformulate the current offering to improve the nutritional value without impacting the taste.
“In order to ensure that the recipes are equally delicious we have been working with suppliers who are implementing innovative techniques and ingredients to add sweetness without the sugar.
“At Bidfood, any product alterations are rigorously tested in order to ensure taste and texture aren’t negatively impacted. The feedback we have had so far has been overwhelmingly positive, suggesting that the intended flavours actually come out stronger when the sugar is reduced.”
Some of Bidfood’s cakes such as the pre-cut Everyday Favourites black forest gateau have been reformulated to reduce sugar by as much as 30%, this has been done by increasing the real fruit content and refreshing the flavour profile.
The initiative comes in support of The Childhood Obesity Plan and the Government’s fight against childhood sugar consumption, initially targeting the nine categories that make the largest contributions, including ice creams, cakes and biscuits.
In the pipeline for the next phase of reformulation are some of the cookie doughs pucks, brownies, cheesecakes and tarts which will start from June to September 2019.