What do you mean by reformulation in the context of soft drinks?
Pierre Decroix: Reformulation refers to the adjustments made to existing drink recipes, a practice long established within the food and beverage industry. In the realm of soft drinks, health-focused reformulation typically involves reducing sugar and calories.
While this may seem simple, sugar serves multiple functions in a beverage. It does more than just sweeten; it also influences texture, mouthfeel, preservation, and even color. Thus, reducing sugar often requires a comprehensive overhaul of the entire recipe, requiring meticulous testing to ensure that products remain safe, compliant, and enjoyable.
In practice, reformulation can take various forms. Some recipes are modified gradually, while others see the introduction of lower- or no-sugar alternatives alongside the original products.
How do you ensure reformulated drinks still meet consumer expectations?
PD: We approach changes cautiously, carefully monitoring consumer responses before making significant adjustments. Reformulation isn’t about making assumptions regarding consumer acceptance; it involves observing how minor changes are received and refining based on that feedback.
This typically involves testing different recipe variations with taste testers—both trained panels and everyday consumers—who evaluate the beverages based on sweetness, balance, and overall enjoyment. If a version doesn’t meet expectations, we either pause or fine-tune it, rather than pushing it forward without scrutiny.
It’s a practical process, rooted in feedback and insights rather than mere theory.
What is SBFE’s approach to reformulation for health?
PD: Over the last decade, we have reformulated over 300 beverages across Europe, successfully reducing added sugar in our portfolio by 35%. This highlights the scope of ongoing reformulation efforts.
We adopt a dual approach. On one hand, we gradually lower sugar in popular drinks, ensuring we maintain the qualities that consumers love. On the other hand, we also develop lower and no-sugar alternatives, thus providing real choice for consumers.
At Suntory, we highly prioritize understanding how people consume our products in their daily lives, the contexts in which they’re enjoyed, and the roles they play across various cultures. We refer to this approach internally as Seikatsuka. It acknowledges that tastes, routines, and expectations can greatly differ, and that successful reformulation must respect these distinctions.
This is why our teams focus on adapting recipes in ways that feel natural and familiar while still guaranteeing consistent quality at scale. It enables brands like Orangina, Oasis, or Ribena to evolve in ways that resonate with consumers rather than feeling forced upon them.
Can you provide concrete examples of this approach in action?
PD: A prime example is Oasis in France, where sugar content has been reduced gradually over the years. Since 2006, sugar levels have dropped from 10.7g to 6g per 100ml—a 44% reduction—allowing consumer palates to adjust while retaining its status as one of France’s favorite drinks.
In Spain, Schweppes Tonica demonstrates how deeper sugar reductions can be achieved through gradual reformulation, incorporating approved sweeteners into the recipe. Since its inception, sugar content has decreased progressively, from 8.9g per 100ml to 2.4g per 100ml, all while preserving its signature taste.
In Great Britain and Ireland, Ribena exemplifies the benefit of using sweeteners to facilitate significant sugar reduction. The recipe has evolved since 2017, with sugar content dropping from 10g per 100ml to 4.3g per 100ml—a 57% decrease compared to 2015—while maintaining the essence of Ribena’s original recipe.
What challenges arise in making reformulation effective across different countries?
PD: It begins with recognizing that drinks are enjoyed in vastly different contexts. Cultural habits, consumption occasions, and factors like climate or lifestyle all shape consumer expectations, and these variances must be considered in reformulation efforts.
Creating beverages tailored to these everyday needs and scenarios is essential—reformulation must align with consumers’ lifestyles, not just look good on paper. The goal is to craft products that seamlessly fit into how and when people consume them, ultimately enriching those moments instead of disrupting them.
Additionally, once products are reformulated, ensuring consistent and safe production in compliance with regulations remains crucial. Even small modifications can impact how a drink behaves during production or throughout its shelf life, making thorough testing essential before broad rollout.
In this context, successful reformulation across countries requires merging cultural insights with manufacturing capabilities, allowing sufficient time to verify that changes can be maintained beyond a single recipe or market.
What role can policymakers play in facilitating this progress?
PD: Policymakers can significantly influence reformulation by establishing a supportive framework. This begins with evidence-based decision-making founded on nutritional science and actual consumption data.
It also encompasses providing regulatory clarity. Consistent, science-backed frameworks enable long-term investments in reformulation, including the development and approval of new ingredients and technologies. Clear rules across markets also enhance the scalability of innovation.
Lastly, it is crucial that regulations do not inadvertently hinder progress by complicating gradual change. Policies requiring a set percentage reduction in sugar before allowing certain approved sweeteners can create barriers to incremental sugar reduction, even when those ingredients are safe and endorsed. Allowing space for gradual reformulation will aid in ensuring continued progress at scale.
What should policymakers learn from this?
PD: There’s no singular definition of a “healthy diet.” Promoting healthier lifestyles necessitates a comprehensive, evidence-based approach that focuses on overall dietary patterns rather than obsessing over individual nutrients or specific foods.
The beverage industry is already contributing to this overarching goal through reformulation: decreasing sugar and calories, providing smaller serving sizes, expanding low- and no-calorie options, and ensuring transparent nutrition information for informed consumer choices.
A balanced diet isn’t about restriction or perfection. Enjoyment is vital to healthy eating, and a diverse range of products can fit within recommended nutritional guidelines.
Policymaking should build on this momentum, promoting innovation, enhancing consumer choices, and fostering collaboration across the food sector.
Key Takeaways
- Reformulation in soft drinks often involves reducing sugar and calories.
- Adjustments must consider the roles sugar plays in texture, preservation, and taste.
- Consumer feedback is crucial in ensuring reformulated drinks meet expectations.
- Successful reformulation requires cultural understanding and adaptation.
- Policymakers should support evidence-based decisions to enable innovation and reformulation efforts.
FAQ
What is the purpose of reformulation?
Reformulation aims to improve beverages by reducing sugar and calories while maintaining taste and quality.
How does consumer feedback influence reformulation?
Consumer feedback is essential for understanding perceptions and ensuring that changes are well-received.
What factors are considered when reformulating drinks?
Cultural preferences, consumption habits, and the balance of taste and texture are all important factors.
Why is gradual reformulation preferred?
Gradual reformulation helps consumers adjust to changes without sacrificing their enjoyment of the product.
How can policymakers aid in reformulation efforts?
By creating stable and evidence-based regulatory frameworks that support innovation and gradual changes.
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