Food giants insist they won’t meet 20% target for cutting sugar levels

The trade body representing firms such as Mars, Nestle, PepsiCo and Kellogg’s insists it is not possible to achieve a 20 per cent drop by a deadline of 2020.

Campaigners are furious the food makers are pushing back against the key measure designed to tackle obesity, particularly in children. The Obesity Health Alliance warns that ministers must be prepared to change the law to force the firms to act if they fail to make the voluntary reductions.

The food giants have been told by Public Health England to cut sugar levels in nine food categories popular with children: bis- cuits, cakes, puddings, cereals, chocolates, sweets, yoghurts, spreads and ice cream.

Officials have held talks with industry leaders about making a 5 per cent reduction this year and a total cut of 20 per cent by 2020 compared to 2015 levels. More detailed and specific targets for each food group are due to be published by PHE next week.

But Tim Rycroft, of the Food and Drink Federation, said a 20 per cent sugar cut ‘won’t be technically possible or acceptable to UK consumers’. He added it was also ‘very unlikely’ that all categories and all firms will achieve a 5 per cent cut this year.

‘My advice is to tone down the 20 per cent by 2020 stuff and talk about it in terms of a continuous journey,’ he told The Times. ‘It’s more about the direction of travel rather than arbitrary targets.’

Food makers feel that they are being unfairly targeted and more needs to be done to ensure food outlets, from fast food chains to sandwich and coffee shops, reduce sugar.

But the Obesity Health Alliance, which speaks for doctors and 40 health bodies, said: ‘Children of all ages are eating far too much sugar. Sugar is a key driver for the dangerously

‘Help us all have healthier diets’

high levels of overweight and obesity in children.

‘Reducing the sugar hidden in everyday foods will help us all have a healthier diet. It is widely supported by the public. The Government has set a very achievable goal.

‘With one in three children overweight or obese we can’t afford to lower our sights. By rising to this, the industry could make a real difference in improving the health of our children and families.’

Meanwhile, a number of companies selling foods high in fat, salt and sugar are working on new pack labelling which could make it more difficult for shoppers to find healthy options.

Ways to cut sugar are a lower amount per portion, smaller servings or healthier products.