UK charity Action on Sugar is calling for a 20 percent sugar tax on all confectionery, which it says is the second highest source of sugar in children’s diets after soft drinks. The group is accusing confectionery manufacturers of discounting “sharing bags” to encourage excessive sugar consumption which, in some cases contain 29 teaspoons of sugar.

And the campaigners want to see a ban on price cuts and promotions on “sharing bags” of chocolates and confectionary which, according to the organization based at the Queen Mary University of London, are not shared at all and instead are often eaten by adults and children in one sitting.

The UK is just a few months away from the introduction of a sugar tax on soft drinks as part of the national childhood obesity plan, but Action on Sugar says much tougher action needs to be directed towards the confectionery industry as so-called “shareable bags” and price-busting promotions are seriously contributing to Britain’s obesity crisis.

Action on Sugar survey
The calls follow a new product survey by the group of leading experts who have exposed the high amounts of sugar in chocolate confectionery “sharing” bags.

Of the 95 chocolate confectioneries surveyed, the “sharing” bag with the highest amount of sugar per pack (i.e. Brookside Dark Chocolate Pomegranate Flavour 198g) contained 29 teaspoons, which is four times an adult’s maximum daily sugar intake – almost 1,000 calories.

The survey involved nutrition information being collected for 95 products that are often packaged for “sharing” by visiting all major supermarkets during December 17, 2017, and January 18, 2018. These included Aldi, Asda, Co-operative, Lidl, Marks & Spencer, Morrisons, Tesco, Sainsbury’s and Waitrose.

Next in line was Brookside Dark Chocolate Acai & Blueberry Flavors (198g) with 28 teaspoons of sugar per pack, followed by Marks & Spencer’s Gigantic Milk Chocolate Buttons (170g) and Lidl Mister Choc White Chocolate Giant Buttons (140g), both containing 23 teaspoons of sugar.

The M&S pack suggests there are five portions in it, but even if the pack is shared between five, a single portion still contains nearly five teaspoons of sugar – almost a 7-10-year-old’s maximum intake of sugar for an entire day, says Action on Sugar.

FoodIngredientsFirst has requested a response from both Marks & Spencer and Brookside.

At the time of data collection, from Tesco, Asda, Sainsbury’s, Morrisons, Co-op and Waitrose, each retailer was actively offering price promotions on some sharing bags (i.e. from as little as £1 per bag) which made them comparatively better value for money than smaller pack sizes.

Action on Sugar defined “on promotion” as products displayed at the end of the aisle and/or discounted or appear to be discounted.

Twitter poll
In a new Twitter poll by Action on Sugar, almost nine out of ten (85 percent) consumers called for the removal of price promotions on confectionery sharing bags.

Consumption of confectionery is the second highest contributor to sugar intake in children, after soft drinks.

Action on Sugar claims that if price promotions on high sugar products were removed, almost two teaspoons (7g) of sugar on average from every individual’s diet per day.

“Despite the strong evidence and public support for such measures, the government has refused to tackle the level of price promotions on high sugar products to reduce excess sugar consumption,” says the group.

Action on Sugar is now calling on British Prime Minister Theresa May to immediately revise and strengthen her Childhood Obesity: a Plan for Action, and have suggested 10 steps to tackle marketing in their own soon-to-be-published Action Plan to prevent obesity and type 2 diabetes.

Registered Nutritionist Kawther Hashem, Researcher at Action on Sugar based at the Queen Mary University of London says: “Companies and supermarkets are constantly finding ways to push more sugary products – which are contributing to the high rates of obesity, type 2 diabetes and tooth decay in the UK. These types of price promotions (i.e. discounts) encourage us to eat far too much sugar and calories and should be banned. It is time retailers are pressed to act responsibly and no longer profit at the expense of our health.”

Speaking with FoodIngredientsFirst Hashem explains how consumers are often unaware of the very sugar content in “shareable” confectionery products.

“The nutritional labeling on many of these products is not very clear and consumers are purchasing these excessive bags simply because they are on special offer (unaware of the shocking amounts of sugar) and then consuming them in one go,” she said.

“There is a misconception that just because confectionery may contain ‘fruit’, it’s therefore perceived as ‘healthy. This is not the case. These products contain fruit concentrates, which is essentially all the sugars extracted from the fruit and added to chocolate and therefore converting the ‘fruit’ component into the type of sugars we need to cut back on.”

When we asked her how likely sugar tax on confectionery products would be in the UK, she said Action on Sugar is “hopeful” the government will listen to its concerns and review policy.

“The current UK obesity plan has given the food and soft drink industry free rein to market, and put price promotions on, foods and drinks high in fat, salt and sugar (HFSS) to both children and adults.”

“It is vital that only non-HFSS foods and drinks can be marketed and promoted, including in-store price promotions. We understand that the government will soon be revising its Childhood Obesity: a Plan for Action and we are hopeful that our suggested 10 steps to tackle marketing in their own soon-to-be-published Action Plan to prevent obesity and type 2 diabetes will be addressed.”

Graham MacGregor, Professor of Cardiovascular Medicine at Queen Mary University of London and Chairman of Action on Sugar says that is it is shocking that food companies are being allowed to exploit consumers, by manipulating them into purchasing larger size bags of chocolate confectionery on the cheap.

“Prime Minister Theresa May is letting companies get away with this despite pledging to help the socially deprived when she first became the Prime Minister. Companies must be held accountable and reminded to reconsider their ethical and corporate responsibility,” he said.

Jenny Rosborough, Campaign Manager and Registered Nutritionist at Action on Sugar adds: “The government published its half-hearted obesity plan in 2016 along with confirmation that this was the start of the conversation – we now need to see proof that the health of our children is the top priority.”

“An improved childhood obesity plan must clamp down on promotional and marketing tactics that encourage nothing more than excess sugar and calorie consumption, and we hope they take our suggestions on board.”