WHO recommendations are being enforced through government guidelines and taxes. Reducing sugar in food matrices is not just simply replacing sweetness, it has functional properties too which impact on the final product texture. Consumers want to reduce sugar, they are looking for clean labels they can trust, added value and an affordable price. This project creates a food solution system that will address these problems and deliver sugar reduced fortified foods. Looking at convenience and children, we will start with biscuits and cakes as the first two product categories. The project will leverage unique sugar-based technology from DouxMatok to reduce sugar, yet also deliver functional, nutritional and flavour benefits plus consumer value through the expertise of Givaudan, UoR, Puratos and Strauss.
SuReBiC: Sugar reduced biscuits and cakes that meet consumer sensory, naturalness and cost expectations
Reducing sugar consumption is essential for health but a huge challenge for the food industry.
Consumers are increasingly demanding healthier products to fulfil their personalised nutrition needs and more natural foods (clean label) in which they can put their trust. Both are nowadays key and challenge drivers for the food industry.
European consumers are ever more aware that eating healthy is important (IRI, 2017), meanwhile obesity is still increasingly prevalent in almost all countries
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A report by EIT Food provides key insights, needs, and recommendations from consumers about building trust in the food chain.