Case Studies

FDF and its members have a commitment to help consumers achieve a balanced diet within a healthy lifestyle. In 2018, FDF published a report entitled Feeding Change, demonstrating the progress members have made to support people in making healthier choices. A huge amount of work has been done since then. You can see what further steps FDF's individual members have made to help consumers achieve a balanced diet below.

Member Case Studies:

Danone UK

Brand: Actimel 0% Fat Range

The Actimel 0% fat range has now become double 0% (0% fat and 0% added sugars). Having worked with consumers to understand what they expect and would accept, when it comes to sweetness, Actimel has made significant reductions in sugars across the entire 0% range. Actimel 0% Strawberry saw a reduction in sugars by 17% per 100g (calories by 10%), Actimel 0% Plain saw a reduction in sugars by 9% per 100g (calories by 4%) and Actimel 0% Raspberry saw a reduction in sugars by 15% per 100g (calories by 7%).

ActimelActivia Core Fruit Yoghurt

Danone have also committed to reducing sugars in their Activia Core Fruit Yoghurt range. The fruit yoghurts were reworked using acidity from fermentation, flavours, fruit content and other elements to finetune the sweet taste whilst reducing sugars. As a result of this work, the sugars in Activia Core Fruit Yoghurt Blueberry were reduced by 23% (calories by 13%) and Activia Core Fruit Yoghurt Mango sugars were reduced by 18% (calories by 12%).

Other reformulation examples include:

Product Sugars Reduction (per 100g) Calorie Reduction (per 100g)
Activia Core Fruit Yoghurt Strawberry 17% 10%
Activia Core Fruit Yoghurt Fig 16% 8%
Activia Core Fruit Yoghurt Prune 8% 8%
Activia Core Fruit Yoghurt Rhubarb 11% 7%

Activia Grains and Seeds

Activia Grains and Seeds have also been reformulated. Working with suppliers and flavour houses as well as making the strategic decision to change factory production, Activia invested in a new recipe that reduced sugars by 8% per 100g.


Quaker porridgeQuaker Porridge range

Quaker, owned by PepsiCo, has reformulated several of its products to meet the PHE guidelines. The Quaker Oat So Simple range has seen a reduction in sugars of between 11.6% and 46% per portion. This includes the Oat So Simple Cuppa Porridge Original which has seen a 40.9% reduction in sugars per 100g, doubling the ambition set by PHE. Other products have also been reformulated, including the Oat So Simple Microwavable Porridge Sachets Golden Syrup, which has seen a reduction in sugars of 11.6% per 100g.

Other reformulation examples include:

Product Sugars Reduction (per 100g) Sugars Reduction (per portion)
Oat So Simple Porridge Pot Original 29.2% 36.3%
Oat So Simple Porridge Pot, Original Big Pot 29.2% 36.6%
Oat So Simple Microwavable Porridge Sachets Golden Syrup Big Bowl 11.6% 12.1%


PepsiCo has undertaken reformulation of 7UP, resulting in the product falling in sugars by 4g per 100ml. This equates to a 36.3% reduction in sugar and 29.6% reduction in calories per serving.

Kerry Foods

Yollies Yoghurt Lolly

In line with PHE's reformulation guidelines, Kerry Foods achieved the first year 5% sugars reduction guideline for their yoghurt brand, Yollies. Sugars content has been reduced from 12.8g to 12.1g per 100g. As well as through sugars reduction in the recipe, this was also done through modifications of natural flavouring to minimise impact on taste. Kerry Foods are committed to continue to reduce sugars to meet PHE's 2020 reformulation guidelines.


Cereal Partners Worldwide UK

Nestlé Breakfast Cereals range

Cereal Partners Worldwide UK have reformulated a range of their Nestlé breakfast cereals to remove sugars. Results include a reduction in sugars in Original Shreddies by 16.1%. This is expected to reduce the Nestlé Breakfast Cereals sales weighted average for sugars per 100g by 3%, removing 330 tonnes of sugars annually. As well as reducing sugar levels, they have also increased whole grain in Original Shreddies from 94.4% to 96.2%. Other reformulation achievements include their GoFree Honey Flakes, which have seen a 24.8% reduction in sugars per 100g.


Other reformulation examples include:

Product Sugars Reduction (per 100g)
Coco Shreddies 6.3%
Frosted Shreddies 7.4%
Cookie Crisp 10.0%
Nesquik A-Z 40.4%
Lion Cereal 13.2%


Ferrero believes that small portions help people to enjoy their products as part of a balanced and varied diet. Ferrero chocolate confectionery has always been available in small portions. In 2017/2018 the average portion size of Ferrero individually wrapped chocolate confectionery was 96.4 calories, down from 96.9 calories the previous year.

One of Ferrero's flagship products, Nutella, has a 15g portion size (80 calories), promoted on pack with labels showing imagery of a heaped teaspoon. 81% of consumers said the icon is a good way to educate on the Nutella portion size and 31% had reduced their consumption of Nutella after seeing the icon.

Finally, on new product development, in September 2017 Ferrero launched a new biscuit, Nutella B-ready. Nutella B-ready contains 115 calories per portion, which is between 19% and 50% smaller than its immediate competitors.

Kraft Heinz

HeinzKraft Heinz have made gradual reductions in salt and sugars across its products since 1985, which have largely gone unnoticed. Since 1991 Heinz cut sugars by 24% and salt by 61% in Heinz Spaghetti Hoops, and Beans and Pork sausages have reduced in sugars by 18% and salt by 54%. In addition to the gradual “health by stealth” approach, Heinz also took a more overt route for consumers looking for more significant reductions. The most recent examples are the company's Heinz Tomato Ketchup No Added Sugar & Salt and Heinz No Added Sugar Beanz with 25% less salt.

Other reformulation examples include:

Product Sugars Reduction (per 100g) Salt Reduction (per 100g)
Licensed Pasta Shapes 17% 60%
Salad Cream 19% 35%
Tomato Ketchup 8% 40%


alproPlant-Based Alternative to Yoghurt

At the end of 2017 two Alpro plant-based alternative to yoghurt with more fruits and no added sugars (Mango and Cherry flavours) were launched with 5.6g and 6g sugars/100g respectively. This is, on average, 45% lower than the average sugars content of Alpro standard fruited plant-based alternative to yoghurt (baseline 2015). In addition, in February 2019 three more reformulated Alpro plant-based alternative to yoghurt (Strawberry Big Pot 500g, Vanilla Big Pot 500g and Blueberry Big Pot 500g) were launched. The sugars content ranged from 9.2g to 9.6g sugars/100g before reformulation, compared with 7.4g to 7.9g sugars/100g after reformulation. This achieved an average sugars reduction of 29%.


Ben and JerrysBen and Jerry's Moo-phoria

Last year Ben & Jerry's introduced Moo-phoria light ice cream in the UK, a lower calorie, lower fat option. The range includes Chocolate Cookie Dough, 132 calories per 100ml and Caramel Cookie Fix, 128 calories per 100ml. In 2019 Ben & Jerry's expanded the range with two new flavours: Chocolate Cookies and Cream, 129 calories per 100ml, and Salted Carmel Brownie, 124 calories per 100ml. Mini pots of Moo-phoria have now been launched, offering people a lower calorie choice in a portion-controlled format.

BreyersBreyers Delights

Launched in January 2018, Breyers Delights high protein and lower in sugar ice cream now has nine varieties available in the UK. Each pot contains 58 – 74 calories per 100ml portion. They contain 68-75% less sugars per 100ml and 61-69% less calories per 100ml than similar ice cream products on the market.

Coca Cola

Coca-Cola has reduced the sugar in almost all of its regular drinks and offers a zero-sugar version of every major brand that they sell. Coca-Cola has launched 34 new drinks with low- or no- sugar since 2005, with some recipes being reformulated more than once. Drinks, including Lilt, Sprite, Dr Pepper and Fanta, have had their sugar content reduced by more than 50% compared to when they were first launched. Today, all of their major brands, apart from Coca-Cola Classic, are below the threshold of the Soft Drinks Industry Levy (SDIL).

In 2018, more than 80% of Coca-Cola marketing investment supported their no-sugar drinks. Coca-Cola Zero Sugar has grown by 118% in the last five years, and more Coca-Cola is sold without sugar than with - Diet Coke and Coca-Cola Zero outsell Coca-Cola Classic 59% : 41% in Great Britain.

Their new brands include Fuze Tea, a ready-to-drink tea that comes in two flavours; Mango Chamomile and Peach Hibiscus (both are low in calories), Honest Coffee, a ready-to-drink organic cold coffee, whose range contains no added sugars, is low in calories and is only sweetened with fruit juice. Finally, there is Adez, a range of plant-based, dairy-free smoothies.

Lucozade Ribena Suntory

Lucozade Ribena Suntory (LRS) is committed to having a positive impact on consumers' lives. Since 2017, the company has reduced sugar by 50% on average across its core range, and created zero and reduced calorie alternatives for every brand. It has also introduced new lower-sugar and less sweet drinks, including Lucozade Sport Fitwater, True Nopal Cactus Water and Ribena Frusion. In total, LRS has removed 25,500 tonnes of sugar and 98.1bn calories, ensuring it is providing consumers with a responsible, but still great-tasting choice of drinks. It is also investing £30m in its 'Made to Move' campaign, fronted by heavyweight boxer Anthony Joshua OBE, which has so far inspired 1.5 million people across the UK to move more.

Premier Foods


SharwoodPremier Foods has developed 'better-for-you' versions of two of its popular Sharwood's Indian meal accompaniments. Sharwood's Low Fat Poppadoms are baked rather than fried, resulting in a reduction of 114 calories and 18.7g fat per 100g. Sales of this 'better-for-you' product now constitute 14% of total Sharwood's poppadum sales. Sharwood's Mini Naans, made with 50% whole-wheat flour, provide 1.1g more fibre per naan than its plain flour equivalent. Sales of this product have contributed an additional 2.7 tonnes of fibre to the UK food and drink market.


Premier Foods has reformulated its 150g pots of Ambrosia Strawberry and Banana flavoured custards to reduce sugars. This has achieved a reduction in sugars from 12.3g and 12.4g respectively to 8.4g per 100g, reductions exceeding 30%. The respective calorie content also reduced in both products from 102 calories and 105 calories to 88 calories per 100g. Ambrosia Chocolate flavoured custard was also reformulated, bringing sugars levels down from 14.3g to 11.4g per 100g, a 20% sugar reduction, and calories down from 113 calories to 99 calories per 100g.


Mr Kipling

Premier Foods has reformulated its Mr Kipling Deep Filled Mince Pies and its Mr Kipling Apple Pies to reduce their sugars content. This has achieved a 9.6% and 9% respective sugars reduction and has removed 161 tonnes of sugars from UK food and drink market annually. Premier Foods has also reformulated some of its Mr Kipling Cakes to reduce their sugars, fat and calorie content.

Mr Kipling

On new product development, Premier Foods launched the market's first 'better-for-you' version of an established cake brand, in the form of its 30% reduced sugars Mr Kipling Angel and Chocolate Slices. Sugars reduction was achieved through reformulation and a reduction in portion size (from 33g and 32g per slice for Angel and Chocolate respectively to 24g per slice). Each slice now contains just 6.1g and 6.2g sugars and 100 calories and 99 calories respectively.

Other reformulation examples include:

Product Sugars Reduction (per 100g)
Mr Kipling Almond Slices 8.8%
Mr Kipling Country Slices 9.3%
Winter Whirls 7.3%

Angel DelightAngel Delight

Premier Foods have extended their Angel Delight Jelly range to include three flavour variants of sugars free jelly sachets. These products support the choice of lower sugars puddings and contribute 80% of all Angel Delight jelly sales, equivalent to 54 tonnes of dry weight sold annually.


Birds have replaced their Rum sauce with Gingerbread sauce, a lower sugars product. This will result in a reduction of 2 tonnes of sugars from the food and drink market annually.



As part of efforts to increase consumer choice and offer lower-sugar biscuits, pladis has launched its new McVitie's Granola Oat Bakes. The new biscuits, which are available in Cranberry and Dark Chocolate & Almond flavour variants, contain 35% less sugar than the average oat biscuit, with just 16.7g of sugar per 100g and 14.6g of sugar per 100g respectively. This places them well below the target of 26.2g of sugar per 100g, set by Public Health England. Both flavours are also high in fibre and suitable for vegans.

Last reviewed: 13 Jan 2020