However, we also know there are people who like things just as they are. Top of that list is the brand on which our business was built – the iconic, 130-year-old,
So, as the recipes of many soft drinks sold in Ireland have changed ahead of the introduction of the Government’s new tax on sugar sweetened drinks on the 1st May, I wanted to let you know that we have decided not to change the recipe of
Because the tax rate is so high, on
At the same time, we have decided to increase the size of the 1.75L bottles of
For many that love and want to enjoy
There are other brands in our portfolio that we have decided to change the recipe of to lower their sugar content. Many of these brands, including Fanta, Sprite, Lilt and Oasis, we reformulated before the new tax was announced, so the changes we have made to the recipes this time are modest. Unlike many brands, we have not had to more than halve the sugar content in one giant leap. I am encouraged that, based on the tests we have done with many people, they all still taste great.
It is important to us that we strike the right balance between helping people to reduce the sugar they consume from our drinks and still offering them choice, great taste and the drinks they actually want. We think we have succeeded – changing recipes without compromising on taste where possible, leaving
I still believe the Government’s new tax on a very small number of products that contain sugar will not reduce obesity rates – which is its stated objective. The fact is that as the sugar we consume from soft drinks has declined rapidly over the last decade, obesity rates have continued to rise. But the reality we face is that the tax is happening, we have to respond to it as a business and I wanted to make you aware of the changes that will result.
As a company, we will continue to listen and respond to consumers and expand into new categories to offer people an even wider choice of drinks. In 2018, for the first time ever in Ireland, we will launch three brand new products in one year: Fuzetea, an iced tea drink; a ready-to-drink cold coffee called Honest Cafe; and AdeZ, a dairy-alternative smoothie. Naturally, I hope you will try one of these new drinks too!
As always, we love to hear from our consumers and would welcome comments or views.