Public Health England (PHE) this week kicked off a crusade against sugar by declaring there was “no reason at all” consumers should drink fizzy drinks.
The statement, by Dr Alison Tedstone, director of diet and obesity at the DH executive body, was made as PHE launched a major consultation on ways to reduce sugar consumption.
As part of the consultation, it is drawing up a list of measures to slash sugar levels in fruit juices and smoothies - which Tedstone said would have their place on the DH-recommended Eat Well plate reviewed - as well as confectionery, biscuits, pastries, cereals and alcoholic drinks.
Blog: Sugar Thursday
It is also conducting further research into the effectiveness of sugar taxes launched in countries like France, despite the DH saying it had no plans to follow suit. Other proposals include a clampdown on advertising to children, as well as a reboot of its five-a-day campaign, which could see some products, such as juice, ditched.
PHE also called for more talks with industry following initial discussions earlier this month on measures ranging from a ban on bogofs and a drive to reduce portion sizes, to an industry-wide move towards in-store changes to promote healthier food.
“Things like the launch of Coca-Cola Life are really positive and I think voluntary reformulation is a huge part of what needs to be a package of measures”
Dr Susan Jebb
Unlike its draft proposals, the PHE consultation document did not set out plans for a list of mandatory sugar reduction targets, as called for by health groups including Action on Sugar. However, Tedstone did not rule out a continued major role for voluntary reformulation.
“Some of the moves made on sugar have been excellent,” she said. “Tesco and Lidl removing confectionery from the checkout are excellent examples.”
Dr Susan Jebb, professor of diet and population health at the University of Oxford, and chair of the Responsibility Deal food network, told The Grocer she still believed voluntary reformulation was important.
“The work companies have done on sugar is fantastic and world-leading,” she said. “Things like the launch of Coca-Cola Life are really positive and I think voluntary reformulation is a huge part of what needs to be a package of measures.”
The FDF said it would “support constructive discussions and further collaborative work based on robust evidence.”
However, one supplier told The Grocer it was shocked at the lack of scientific evidence behind PHE’s draft proposals.
“Many are anything but robust,” he said. “They are based on newspaper articles and non peer-reviewed science. It might be interesting for someone to contrast the scientific rigour that’s gone into the seven-year SACN review with the hastily cobbled-together recommendations from PHE.”
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