Bidfood smashes Public Health England's sugar reduction targets

Wholesaler and distributor Bidfood have announced an average of 25% sugar reduction across some of its bestselling cakes and 20% across pie fillings, having completed its second phase of product reformulations.

Last year, Bidfood achieved a 23% sugar reduction within its ice-cream range and has continued to exceed the targets set by Public Health England (PHE) of 20% sugar reduction by 2020.

The initiative comes in support of the Childhood Obesity Plan and the government's fight against childhood sugar consumption, initially targeting the nine categories that make the largest contributions, including ice-creams, cakes and biscuits.

Laura Manning, bakery and desserts category manager, said: "Within the bakery and desserts category, consumers generally won't choose a low-sugar option. It is therefore important to reformulate the current offering to improve the nutritional value without impacting the taste. In order to ensure that the recipes are equally delicious we have been working with suppliers who are implementing innovative techniques and ingredients to add sweetness without the sugar.

"Any product alterations are rigorously tested in order to ensure taste and texture aren't negatively impacted. The feedback we have had so far has been overwhelmingly positive, suggesting that the intended flavours actually come out stronger when the sugar is reduced."

The next phase of reformulation includes some of Bidfood's best-selling cookie dough pucks, brownies, cheesecakes and tarts from June to September 2019.

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