Mars, Nestlé and Cadbury have been accused of not supporting their own reduced- or low-sugar products.
They are “frightened” that these new options could affect their established brands, Jack Winkler, emeritus professor of nutrition policy at London Metropolitan University. “They do not back the healthier variants with the marketing budgets necessary,” he told The Grocer.
The comments followed news that Nestlé has axed its reduced-sugar Milkybar Wowsomes brand. Launched two years ago, the bars use “hollow” sugar crystals that cut sugar content by 30%. The technology took 12 months to perfect.
Nestlé blamed “underwhelming” sales of the product, with customers put off by the taste and the price. The company said it is now working on new sugar reduction technology.