Bidfood has cut the sugar content of its bestselling cakes by a quarter.
The foodservice giant has completed the second phase of a reformulation programme that has also included an average sugar reduction of 20% for its pie fillings.
Its pre-cut Everyday Favourites Black Forest gateau now contains 30% less sugar.
A spokesman for Bidfood said it had been achieved by increasing the real fruit content and refreshing the flavour profile.
A third three-month phase of sugar reductions will start in June and target the wholesaler’s top-selling cookie doughs packs, brownies, cheesecakes and tarts, to meet the targets PHE set the food industry of reducing sugar content by 20% by 2020.
As part of phase one Bidfood revealed a 23% sugar reduction in its ice cream range last year.
“Within the bakery and desserts category, consumers generally won’t choose a low-sugar option,” said Laura Manning, bakery and desserts category manager. “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. At Bidfood, 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.”