The numbers are mind boggling. Lucozade claims it’s done away with 2.2 billion calories; Britvic reckons changes to the Robinsons range alone will remove a further 6.9 billion; and Coca-Cola Enterprises (CCE) says it spent £15m on lowering its portfolio’s count in 2014.

And that’s just in the UK. Calories are being counted - and cut - across the world as evidence mounts of the heavy toll sugar takes on public health. Low and no-sugar variants accounted for 22% of soft drinks launches across 10 of the biggest global markets in the past five years, according to research for The Grocer by Mintel.

So how do the calorie reduction efforts of UK soft drinks players compare with those of their counterparts overseas? And how are the steps being taken affecting sales?