3 ways to reduce sugar in baked goods
2. Claiming sugar reduction
To claim the “reduced in sugar” label, the overall sugar level in a product should be 30% lower than the market average. This classification is used in particular for biscuits and cereals. In these categories, wholesomeness is an important consumer benefit.
Within the cake category, “reduced in sugar” claims are now seen on products for health conscious consumers and kids or with a sports & nutrition positioning.
Within the cake category, “reduced in sugar” claims are more often seen with sports and nutrition type of products.
Products with a “no added sugar” mention have proven particularly popular within the biscuit category. The number of product launches with this claim doubled over the last 5 years (Source: Innova). The natural and unprocessed halo of the classification appeals to consumers and allows for a less functional and more indulgent product positioning.
Consumers consider breakfast to be the moment best suited for health & wellness during their day. In the example below, the croissants have been baked without added sugar to cater to consumers’ needs for a wholesome breakfast.
Tip: chocolate without added sugar can only be used in combination with a dough that does not contain any added sugar either.
Barry Callebaut has been developing a range of bakestable sugar reduced chocolate solutions that work well with all your sugar reduction strategies.