Sugar reduction achievement for Bidfood

Bidfood has met some of its sugar reduction targets

Foodservice wholesaler Bidfood has achieved an average of 25% sugar reduction across some of its bestselling cakes and 20% across pie fillings, as part of a commitment to reduce sugar from several of its own brand products.

Now finishing its second phase of reformulations, it also revealed it had made a sugar reduction of 23% in its ice cream range last year.

Bidfood has also reformulated some of its most popular cakes, such as the pre-cut Everyday Favourites Black Forest Gateau, to reduce sugar by as much as 30%. It has done this by increasing the real fruit content and refreshing the flavour profile.

The initiative comes in support of the Government’s fight against childhood sugar consumption, initially targeting the nine categories that make the largest contributions, such as ice creams, cakes and biscuits.

Laura Manning, bakery and desserts category manager, said: “Within the bakery and desserts category, consumers generally won’t choose a low sugar option. It is therefore important to reformulate the current offering to improve the nutritional value without impacting the taste.”

She added that Bidfood rigorously tests any product alterations, such as sugar reduction, to ensure they don’t negatively impact taste and texture. “The feedback we have had so far has been overwhelmingly positive, suggesting that the intended flavours actually come out stronger when the sugar is reduced.”

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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