Feature: Sweet Surrender

Jane Wolfe dips a spoon into the growing sector of low- and no-sugar brands offering guilt-free alternatives for sweet-toothed consumers.

Despite sugar being linked to serious health concerns, Mintel found 90% of those with financial struggles still buy sweets, although 46% did cut back in the three months to April 2024, while 43% purchased reduced sugar sweets during this time, indicating a widespread desire to cut down on sugar. In fact, the global sugar-free food and beverage market is forecast to hit $23.52 billion by 2029 [Mordor Intelligence], driven by rising diabetes cases (over 5.6 million in the UK), growing demand for low-calorie foods and the ‘sugar tax’. 

In the year following the Government’s 2018 introduction of the sugar tax or Soft Drinks Industry Levy (SDIL) to reduce intake of the white stuff, research published in the Journal of Epidemiology and Community Health found that daily sugar intake had fallen by 10.9g for adults and 4.8g for children. Further studies suggested obesity levels in girls aged 10-11 reduced by 8% [PLOS Medicine] and hospital admissions for children with tooth decay fell by 5,638 [BMJ]. 

“I see a lot of women struggling with menopause symptoms — one of which can be sugar cravings”

Also having a positive effect on consumer behaviour was the introduction in October 2022 of HFSS legislation to restrict the promotion of foods high in fat, sugar and salt. In the 12 weeks to 19 March 2023, Kantar noted a movement of £82 million away from HFSS products in the affected categories, with £34.4 million of this moving to non-HFSS alternatives. 

However, nutritionist Suzie Sawyer notes worrying statistics showing 64% of UK adults are living with obesity, adding that excess sugar consumption is a major factor. In her experience, people often view sugary treats as a reward. “Perhaps they’ve worked hard, had a bad day or done some exercise. I also see a lot of women struggling with menopause symptoms — one of which can be sugar cravings — partly because as oestrogen levels fall they struggle to balance blood sugar levels.” 

Redefining sweets

So how can consumers enjoy a sweet treat with a healthier spec? Enter reduced-sugar sweet brand Wild Thingz which launched in January with Zesty Pests, Fruity Flyers and Gummy Grubs in a bid to turn ‘reluctants’ (those hesitant to give their kids sweets) into ‘rejoicers’ (those with no rules around sweets).

“Wild Thingz is redefining sweets with half the sugar of major brands, entirely organic, plant-based ingredients and none of the usual junk,” explains founder Fliss Newland. “We’re offering fun sweets that are guilt-free and taste amazing, with bold packaging and exciting shapes that bring joy back to the category. Sugar, when used minimally and responsibly, delivers this perfectly.”

Newland’s previous role with confectionary giant Mondelez taught her the power of creating ‘iconic, beloved brands’. “I’ve taken that love for brand-building and put it into a product that aligns with today’s consumer values around health, transparency and sustainability,” she says.

Better beverages
The SDIL has led to more low- and no-sugar drinks brands coming to market, often tempting consumers with added boosts and benefits. For example, sugar-free Dash Water fights food waste by using wonky fruit; TRIP’s no-added sugar, CBD-infused drinks help reduce stress and anxiety; and BetterYou’s low-sugar Magnesium Waters contain 180mg of elemental magnesium.

Launched in early 2024, Living Things low-sugar functional sodas are sweetened with fruit juice and come in four SKUs — Lemon & Ginger, Peach & Blood Orange, Raspberry & Pomegranate and Watermelon & Lime — providing 6.5g of prebiotic plant fibre and over two billion live cultures. 

“The introduction of the sugar tax and HFSS legislation has significantly influenced the beverage industry,” says brand co-founder Ben Vear. “Many consumers are now more mindful of sugar content, leading to increased demand for low-sugar options. We anticipate continued growth in the sector. Innovations in natural sweeteners and functional ingredients will likely drive this trend.”

Looking for low GI?

One all-natural sweetener is Coconut Palm Sugar from Organic Traditions which boasts a caramel-like aroma and taste. Minimally processed, it has a lower glycaemic index than regular sugar, meaning it can lead to slower rises in blood sugar levels. It also nutrient-rich, offering potassium, zinc and iron. While it’s still sugar and should be enjoyed in moderation, it can be a good option for those wanting to avoid energy spikes, says the brand.

Transparency is key

There are some sugar alternatives, such as xylitol and stevia, which have negligible effects on blood sugar, but Sawyer explains that many will still trigger cravings and upset blood sugar balance, so there remains a need for education around this. 

And with some brands disguising sugar content by using different descriptors — there are over 61 different names for sugar — brand transparency is crucial. “Our label tells the full story — just simple, honest ingredients,” says Newland. “We want our customers to feel confident about what they’re eating. What you see is what you get with Wild Thingz. No artificials, no apologies.”

“While awareness is growing, many consumers may not recognize alternative names for added sugars, such as fructose, sucrose or high-fructose corn syrup,” adds Vear. “This can lead to unintentional overconsumption of sugar, undermining health efforts. We prioritize transparency, ensuring our labelling is clear and our products contain no hidden sugars or sweeteners.”

By Jane Wolfe, sub-editor and features writer