Sugar Reduction Pledge: Supporters

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 has two tiers – Signatories and 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.


Supporter Members may, in time, transition to become Signatory Members.

Participating in the Supporter Tier is a clear and identifiable example of a beverage company taking a proactive role by providing more choice for people, while continuing to provide great tasting and refreshing drinks.

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

Supporter Member Measurement

As with the Signatory tier, Supporters are using 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.

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