Drinks firms to reduce sugar in obesity drive

The sugar in the Ribena ready-to-drink line and Lucozade Energy will be cut by “up to 10 per cent”, while AG Barr will reduce the calorie content across its drinks range, which includes IrnBru, by five per cent.

Public Health Minister Anna Soubry welcomed the pledges as part of efforts to “reverse the rising tide of obesity”.

England has some of the highest obesity rates in the developed world, with 60 per cent of adults and one third of 10 and 11-year-olds being overweight or obese.

The Government launched its Responsibility Deal calorie reduction pledge to encourage businesses and other organisations to help consumers consume less sugar.

The J20 brand has also announced it is to launch two flavours in a new slimline can which will represent a 10 per cent calorie reduction compared with its standard 275ml bottle, while Co-operative Food will look at controlling calories in popular product lines and Burton’s Biscuits will offer more portion control packs and review its recipes.

Ms Soubry said: “Through the Responsibility Deal we are already achieving real progress in helping people reduce the calories and salt in their diet. Overall, more than 480 companies including many leading high street brands have signed up to the Responsibility Deal.

She added that all in the food industry has a part to play and called on more companies to take part.