Ah, sugar—a delectably sweet problem for consumers across the globe. 

On one hand, each addictive hit of the sweet stuff can guarantee a burst of dopamine in the body, a feeling of pleasure that demands bite after bite of sugary goods. But on the other hand, sugar is public enemy number one for many governments, cited for causing chronic diseases such as diabetes and obesity. This can be attributed to consumers’ dependence on sugar because of the deluge of dopamine each time they reach for a sweet treat. 

To curb these habits, governments have stepped in around the world with campaigns that highlight the addictive effects of sugar. These educational messages are the first step to spread awareness about the oft-overlooked effects of sugar. The second and more crucial step is that new countries are adopting sugar taxes. In Southeast Asia, countries like Thailand, Malaysia and Philippines have introduced taxes on sugary drinks. Singapore, on the other hand, has taken a more innovative approach in resorting to an advertising ban on products that have “unhealthy” level of sugar content (announced in October 2019). The Ministry of Health also co-operated with seven large F&B manufacturers—including Coca-Cola, F&N Foods, Nestle, PepsiCo and so on—to limit the sugar content in drinks sold in Singapore to a maximum of 12 percent. This cooperation has a rolling effect on other industries, including the confectionery segment, with manufacturers scrambling to find taste solutions that mimic sugar but without the high glycaemic index. 

The effects of such measures are reflected in the global economy as well. The global sugar-free food and beverages market is projected to grow at a 7 percent CAGR by this year*, indicating a pull in demand from consumers for healthier options. Despite the term ‘healthy’, consumers still demand an indulgent experience that does not compromise on taste. This is an interesting meeting point of health and indulgence that requires skill and nuance when it comes to recipe reformulation by the manufacturer. 

OPTIMISING THE SUGAR SENSATION

In this regard, innovation is key. It is necessary to seek an innovation partner who will understand the history of a brand and co-create recipes that taste and feel like the original product but with much lesser sugar. The Newly launched Sweetolin™ is Bunge Loders Croklaan’s latest offering to optimise the sugar sensation in a confectionery product. Geared towards chocolates, compounds, and other fat-based fillings, the team at Bunge Loders Croklaan has developed a total fat system solution that enables up to 50 percent sugar reduction in the final product. This helps to redefine the concept of confectionery for a guilt-free indulgence for the consumers. 

Being able to support the consumers’ lifestyle goals is a significant win for the manufacturer in the long run, creating loyalty for a particular beloved product and keeping consumers reaching for their daily indulgence over and over again but without guilt.