Sweet changes a sign of support

Sugar is going down across a number of Bidfood products

Bidfood is playing its part in achieving Public Health England’s (PHE) target of reducing the sugar in the food we eat by cutting the sugar content in its Everyday Favourites ice cream.

The foodservice provider has reduced the sugar in its ice cream by an average of 23% and is a sign of Bidfood’s support for the government’s health initiative.

PHE’s Childhood Obesity Plan is the central to the government’s fight against childhood sugar consumption and has initially targeted nine categories that make the largest contributions, including ice creams, cakes and biscuits.

As well as tackling the sugar in its ice creams, Bidfood has reformulated the recipes for its Everyday Favourites tray cakes to achieve an average 19% drop in sugar across the board. As a result, the cakes now boast refreshed flavours and an increase in fruit content.

And Bidfood’s Brand Controller Holly Marrero Easson believes that the changes represent a clear signal of intent for future food development.

“At Bidfood, we support the work being undertaken by the government to reduce the consumption of sugar and we are continually working towards PHE’s sugar reduction targets across our own-brand products.

“We are reformulating a number of products to reduce the amount of sugar, without compromising on quality or taste. As part of our ‘quality you can trust’ proposition, we’ve carried out extensive benchmarking and tasting – along with working closely with our supplier partners – to ensure we get our recipes just right.

“As part of the reformulation we have also focused on ‘smart swaps’, which cut sugar but maintain a great, if not even better, flavour.

“For example, in our lemon drizzle tray cake we now use Sicilian lemon drizzle instead of syrup and the Victoria Sponge now contains strawberry filling with a higher fruit content.”

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