Waitrose lowers sugar across many family favourite desserts

Friday 13 October 2017

Waitrose has significantly lowered sugar levels in many of its family favourite desserts as part of the supermarket's ongoing sugar reformulation programme.

Fifteen own-label mid-tier chilled desserts have seen average sugar content lowered by 14 per cent - an equivalent of more than 38 tonnes or 9.6 million teaspoons of sugar per year.

Traditional family favourites such as Waitrose Mixed Berry Trifle and Apple Pie will all have lower sugar levels without compromising on taste or quality. They join other popular puddings including Waitrose Bread and Butter Pudding and Waitrose Lemon Mousse.

A team of chefs carefully developed the new recipes to ensure there is no compromise on taste, quality or price for shoppers' favourite sweet treats.

The work at Waitrose builds on the retailer's wider ongoing reformulation project which has already seen a significant amount of sugar taken out of cereals, chilled juices, yogurts, soups and cordials in recent years as part of Public Health England's sugar reduction programme.

Dr Emma Williams, Senior Nutritionist at Waitrose, said: 'We all like a sweet treat now and then but it's important to keep an eye on your sugar intake. We've been working hard to ensure our shoppers can make lower sugar choices when enjoying desserts, without compromising on taste or quality.

'Sugar reduction is a key part of our overall approach to making continuous nutritional improvements to the food and drink we sell.'

Notes to editors

The supermarket's work on the reformulation of these desserts commenced in November 2016 and finished in September 2017.

Waitrose has 352 shops in England, Scotland, Wales and the Channel Islands, including 66 convenience branches, and another 27 shops at Welcome Break locations. It combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service. Waitrose also exports products to 58 countries worldwide and has eight shops which operate under licence in the Middle East. Waitrose's omnichannel business includes the online grocery service, waitrose.com, as well as specialist online shops including waitrosecellar.com for wine and waitroseflorist.com for plants and flowers.

In recent months, Waitrose has been awarded the much-coveted European-wide Compassion in World Farming 'Best Retailer Award', Soil Association's 'Best Organic Supermarket Award 2017' and The Drinks Business' 'Retail Buying Team of the Year Award'.


For further information please contact:

Eleanor Gillingham, Press Officer, Corporate
Telephone: 07738832522
Email: eleanor.gillingham@waitrose.co.uk