Sweeteners Overview. Nutritionists in Industry /SENSE meeting 24 April 2012

Transcription

1 Sweeteners Overview Nutritionists in Industry /SENSE meeting 24 April 2012 Helen Munday Director Scientific and Regulatory Affairs, Coca-Cola Great Britain and Ireland 1

2 What needs to be considered? Consumers - taste is the number one priority The external landscape on sweetness is far from one-dimensional Obesity/health and wellness Naturalness Dental health Safety concerns 2

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4 The role of sugar and alternatives to it low and no calorie sweeteners Low- and no-calorie sweeteners provide a sweet taste with few or no calories. Most are several hundred times sweeter than caloric sweeteners. Low- and no-calorie sweeteners have been used by hundreds of millions of consumers around the world. They provide sweetness, while adding few or no calories to foods and beverages. When used consistently to help control calorie intake, as part of an overall sensible, balanced diet, combined with regular physical activity, low- and no-calorie sweeteners can be beneficial in helping with weight management. Alternative sweeteners can be divided into two main categories: Low calorie sweeteners: Many times sweeter than sugar and used at very low levels to replace the sweetness normally provided by sugar Bulk sweeteners: Provide bulk and sweetness. Depending on the individual sweetener, % as sweet as sugar and with similar bulk. 4

5 Uses and History Low calorie sweeteners (LCS) are used in a variety of food and drink products including soft drinks, chewing gum, confectionery, frozen desserts, yoghurts and puddings. They are also widely used in healthcare, making medicines more palatable. The first commonly used LCS, saccharin, was discovered in Since then, a number of other low calorie sweeteners have been discovered. In the European Union (EU), the most frequently used low calorie sweeteners are acesulfame-k, aspartame, cyclamate, saccharin and sucralose. Each low calorie sweetener has its own unique taste profile, technical characteristics and benefits. Low calorie sweeteners can be used alone or in combination with each other as a blend. 5

6 Intense sweeteners authorized in the EU Sweetener E number Maximum level in soft drinks (mg/l) Sweetening power (versus sugar) Acesulfame K E Aspartame E Cyclamic acid (and salts) E Sucralose E Salt of aspartameacesulfame E Saccharine (and salts) E Neohesperidine DC E Thaumatine E957 Not permitted in soft drinks Neotame E Steviol glycosides E

7 Another consideration the regulations that are in play Sweeteners regulation European Parliament and Council Directive 94/35/EC, as amended by Directive 96/83/EC lays down detailed rules on sweeteners, and the following stipulation is made: energy-reduced : the energy value must be reduced by at least 30 % compared with the original foodstuff or a similar product for a sweetener to be used. Nutrition and health claims regulation Regulation (EC) 1924/2006 on nutrition and health claims made on foods. Nutrition claims annex has a category of reduced energy also requires a 30% reduction. 7

8 How do consumers feel about Low Calorie Sweeteners (LCS)? 8

9 Which, if any, of these products do you eat/drink regularly nowadays (i.e. more than once a month)? 47% regularly eat low fat yoghurts followed by 36% drinking diet/low calorie carbonated drinks. YouGov online research, 2000 adults, nationally representative, GB. 9

10 Which, if any, of the following are ways you use low calorie sweeteners in food or drinks? 53% of respondents claimed they did not eat any food that contained low calorie sweeteners 33% say they eat foods that contain LCSs e.g. yoghurt and carbonated drinks. 20% use table top sweeteners in hot drinks 10

11 Which of the following are reasons why you DON T use/eat food and drinks with LCS? Quite evenly spread between the top responses Note they do not add to 100% - some people have more than one reason! 11

12 Which, if any, of the following statements about LCS do you agree with? Safety is mentioned as a concern 12

13 Why do you think that low calorie sweeteners could be unsafe or not good for you? Artificial is seen negatively and newspapers and magazines mentioned as the source of information 13

14 If you wanted to find out which foods are good for you Which ONE of the following sources do you think is the most reliable source of info.. Nutritionists and dieticians! 14

15 Coca-Cola - use of sweeteners Around the world, The Coca-Cola Company (TCCC) offers >800 low- and no-calorie beverages that use a variety of low- and nocalorie sweeteners. We do this with an uncompromising commitment to product safety and quality. All of the ingredients used in our products are safe and comply with the relevant regulations in the countries where our products are sold. 15

16 Our changing portfolio investment in new versions of much loved brands Classics Lights 16

17 The same perceived sweetness and as much brand love but. 17

18 Achievements and commitments on reformulating and moving the portfolio in GB Reformulation achievements in GB: 30% sugar reduction in Fanta 40% sugar reduction in Oasis 60% sugar reduction in Lilt Now more than one third of the drinks we sell in the UK are no calorie, zero sugar or low calorie, and more than 40% of the colas we sell are no calorie, zero sugar, being either Diet Coke or Coca-Cola Zero.. And. over the past 10 years, we have seen the average calories per litre in our portfolio fall by just over 10%. Next comes our actions to deliver against our Responsibility Deal Pledge we have announced that we will reduce the calories in some of our leading soft drinks by at least 30%. We will reduce the average calories per litre our range of sparkling soft drinks by 5% by the end of

19 The role of sugar and intense sweeteners threats and opportunities Whilst some consumers do not prefer sugar containing beverages, some also no not prefer the alternative sweeteners: Safety concerns, whilst consistently proven to be unfounded, continue to circulate Much of what gets airtime is not evidence based Sweeteners do not always meet growing consumer needs re. naturalness Sweeteners are categorised as additives rather than as an ingredient Some companies use negative marketing campaigns e.g. no nasties Concerns about low and no calorie sweeteners are probably sufficient to hinder purchase intent for some. despite the fact that the benefit of intense sweeteners far outweigh any (perceived) negatives. There is very little effective balancing of the debate by trusted third parties and where they do voice an opinion, it is not through social networking etc. The opportunity for new and novel sweeteners is real, to maximise the choices available to all the different kinds of consumers. The choices are increasing all the time e.g. stevia. 19

20 Thanks for your attention Any questions? 20