Sir: I welcome the government’s announcement of a new HFSS marketing code (‘First labelling, now DH plans a new HFSS marketing code,’ 29 June). This announcement, alongside the recent traffic-light labelling and the Responsibility Deal initiatives, will encourage brands to be more transparent when it comes to sharing their product ingredients, which should help the UK reverse its growing obesity epidemic.
New advances in ‘better for you’ alternatives such as plant-based, calorie-free natural sweetener stevia, means the industry has few excuses left for not improving the health credentials of beverages. It is important that brands go that extra mile to seek out these reduced-sugar ingredients in order to create a healthier industry for future generations - something we at SodaStream have taken advanced steps in.
Fiona Hope, MD SodaStream UK