Skip to main content
My Barry Callebaut
  • Careers
  • Contact
Produits
Voir tous produits
Articles
Voir tous articles
Recettes
Voir tous recettes
Voir les résultats
Barry Callebaut
  • Products
  • Segments
  • Services
  • Brands
  • Trends & Insights
  • Sustainability
    • About sustainability
    • Forever Chocolate
    • Sustainability stories
    • ESG
  • About Us
    • About Us
    • Investor Relations
    • Media
    • Our history
Barry Callebaut
  1. Home
  2. Trends & Insights

3 ways to reduce sugar in baked goods

Sugar-free rice wafers made with sugar-free dark chocolate

3 ways to reduce sugar in baked goods

While government bodies are taking action against it, consumers are more and more aware of their sugar intake. Discover 3 ways to reduce sugar in chocolate baked goods, illustrated with in-market examples.

After fat, sugar, especially the amount present in sweet goods, is getting some (bad) press. While government bodies are taking action against it, consumers are more and more aware of their sugar intake.

Discover 3 ways for sugar reduction in baked goods and some examples of how it can be marketed.

1. Gradual reduction

Gradually decreasing the sugar level a product contains allows consumers to get accustomed to your changing product taste over time without affecting their perception of your product. However, this solution can only work up to a certain point without affecting the product’s organoleptic properties. This reduction that takes place bit by bit is not often claimed on the packaging, but part of a more extensive health & wellbeing corporate strategy.

Discover our NEW 1% added sugar chocolates made with chicory root fiber
Mr Kipling Fruity slices: 30% less sugar, made with real fruit

Organic 30% sugar reduced biscuits (Evernat, France). The product seems to have been positioned for children.

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.

Learn more about 2020 UK sugar reduction guidelines

3. Claiming No sugar

If the previous two options do not appeal to you and you want to eliminate all sugar from your products, you can replace it completely with sweeteners (fibers, polyols, stevia, ...). There are two variations on the claim:

a) Sugar-Free:

Your product cannot contain more than 0.5% sugars of any sort.

b) No added sugar or Without added sugar:

In this case, the added sugar is fully replaced but recipe allows for some residual sugar and other sugars like lactose, etc…

Diablo no sugar added cookies

No added sugar chocolate & cranberry cookies (Diablo, UK)

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.

Misura croissant without added sugar

Croissant without added sugar (Mizura, Italy)

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.

Related articles

  • Healthy millennials are driving the demand for healthier food options

    Sugar reduction strategies across retailers in Western Europe

    How retailers are tackling healthier demands of consumers
    Voir plus - Sugar reduction strategies across retailers in Western Europe
    Sugar reduction strategies across retailers in Western Europe
  • Sweet Solutions chocolate
    March 11, 2019

    Clean label sugar reduced chocolates

    Consumers are more and more conscious about their sugar intake and look for familiar ingredients. Discover our unique range of chocolates in which we replace added sugars by chicory root fiber. Clean ingredient list and 100% delicious.
    Voir plus - Clean label sugar reduced chocolates
    Clean label sugar reduced chocolates (Polly)
  • Chocolate and cocoa cereal snacking bars

    Develop chocolate products in line with 2020 UK Sugar Guidelines

    How chocolate may be the solution for sugar reduction
    Voir plus - Develop chocolate products in line with 2020 UK Sugar Guidelines
    Sugar-reduced-chocolates (UK Sugar Guidelines)

Sugar reduced chips & chunks

Conny No Sugar Added Milk Chocolate

A classic without added sugar milk chocolate
  • gamme
    • Chocolate
  • Cocoa intensity
    1

Conny No Sugar Added Dark Chocolate

A traditional without added sugar dark chocolate
  • gamme
    • Chocolate
  • Cocoa intensity
    1
Van Leer White Chocolate Sweetened with Maple Sugar

Van Leer White Chocolate Sweetened with Maple Sugar

White chocolate with maple sugar.
Van Leer
  • Van Leer
  • gamme
    • Chocolate
  • Fluidity
    2
  • Min. % Dry cocoa solids
    26%

Conny Reduced Sugar Milk Chocolate

A rich tasting sugar reduced milk chocolate with 1% added sugar
  • gamme
    • Chocolate
  • Cocoa intensity
    1
Show more products

Sugar reduced chocolate

Conny No Sugar Added Milk Chocolate

A classic without added sugar milk chocolate
  • gamme
    • Chocolate
  • Cocoa intensity
    1

Conny No Sugar Added Dark Chocolate

A traditional without added sugar dark chocolate
  • gamme
    • Chocolate
  • Cocoa intensity
    1
Van Leer White Chocolate Sweetened with Maple Sugar

Van Leer White Chocolate Sweetened with Maple Sugar

White chocolate with maple sugar.
Van Leer
  • Van Leer
  • gamme
    • Chocolate
  • Fluidity
    2
  • Min. % Dry cocoa solids
    26%

Conny Reduced Sugar Milk Chocolate

A rich tasting sugar reduced milk chocolate with 1% added sugar
  • gamme
    • Chocolate
  • Cocoa intensity
    1
Show more products

Trends & Insights

cakes on white background

Explore the Latest Dessert Trends

Explore the latest dessert trends to excite your customers and drive sales!
Voir plus - Explore the Latest Dessert Trends
Dessert Trends
trail mixes

Trail Mix Trends & Concepts with Snack ReMix

Get a glimpse of trail mix trends and concepts with Snack ReMix! Delight your senses with trail mix and snack mix inspiration with unique inclusions.
Voir plus - Trail Mix Trends & Concepts with Snack ReMix
Snack ReMix
chocolates on white background

Chocolate Cravings

By making slight tweaks to beloved flavors through textural elements & different formats, brands can still deliver on classic appeal while creating innovative and appealing products.
Voir plus - Chocolate Cravings
Chocolate Cravings

Footer menu

  • Important links
    • Brands
    • Trends & Insights
    • Sustainability
    • Careers
    • Contact
    • Report a concern
  • Products
    • Chocolate
    • Chips & Chunks
    • Cocoa
    • Cacaofruit
    • Fillings
    • Coatings
    • Nuts
    • Decorations & inclusions
    • Food colorants
    • Personalisation sheets
    • View All
  • Segments
    • Confectionery
    • Bakery & Pastry
    • Dairy & Drinks
    • Ice Cream & Desserts
  • Services
    • Trends, Co-creation and Inspiration
    • Technical and R&D
    • Sourcing
    • Chocolate Academy
    • Sustainable Choices Support

Account & settings

My Barry Callebaut
Subscribe to newsletter
  • Subscribe to the newsletter
© 2025 Barry Callebaut. all rights reserved

Footer - meta navigation

  • Responsible Disclosure Policy
  • Legal information
  • Privacy & cookie policy
  • Cookie settings

Navigation

Barry Callebaut

Main menu (mobile)

  • Products
  • Segments
  • Services
  • Brands
  • Trends & Insights
  • Sustainability
    • About sustainability
    • Forever Chocolate
    • Sustainability stories
    • ESG
  • About Us
    • About Us
    • Investor Relations
    • Media
    • Our history
My Barry Callebaut
  • Careers
  • Contact

Choose your region.

Brand not available in your region

Loading...
Loading