In June 2018, the Australian Beverages Council announced a pledge that saw the non-alcoholic beverage industry commit to a 20 per cent reduction in sugar across the industry’s portfolio by 2025.

The Sugar Reduction Pledge comprised of two tiers – Signatories and Supporters

Supporters

The Australian Beverages Council established a second tier of the Sugar Reduction Pledge specifically for those Members unable to sign up to the 20 per cent reduction, but wished to commit to a range of other initiatives in support of the Pledge’s overarching objective to help people choose a drink with less, low or no sugar as a way to supporting a healthy lifestyle.

Current Supporter Members include Frucor Suntory, Kraft Heinz and Alchemy Cordial.

Throughout the life of the Pledge, Supporter Members contributed through a range of voluntary actions designed to encourage lower-sugar choices and support the industry’s broader sugar reduction efforts.

Supporter Members had the opportunity to transition to become Signatory Members over time.

Participating in the Supporter Tier provided a clear demonstration of a company’s commitment to increasing consumer choice while continuing to offer great-tasting and refreshing beverages.

Supporter Members undertook a range of measurable activities, which were subject to rigorous and regular review.

Supporter Member Measurement

As with the Signatory tier, Supporters used a variety of instruments to demonstrate their support for the intent of the Sugar Reduction Pledge, including:

• Reformulating existing products;
• Increasing the volume sales of low and no sugar varieties;
• Introducing additional low and no sugar varieties into the market by 2020 and 2025;
• Encouraging sales through the promotion and marketing of low or no sugar varieties;
• Introducing smaller pack sizes or reducing average container sizes;
• Promoting consumption of bottled water by young Australians and only milk and water for the very young;
• A cap in sugar content on all existing drinks brands;
• A cap in sugar on new recipes launched in Australia;
• Investing in improved nutritional literacy; and
• Transition vending machines to include more low, or no, sugar varieties (where practical).

Supporter Members are not required to formally report reductions in total grams of sugar per 100mL.