date:May 20, 2016
, low-sugar or sugar-free claims. This type of positioning was particularly popular in juices and juice drinks, featuring in about one-fifth of introductions in the subcategory, rising to over 30 percent in the United States.
At the same time as this interest in sugar reduction there also has been a continuing focus on clean-label formulations, which has worked against some existing non-caloric or low-calorie sweeteners and caused a backlash against some ingredients perceived to be artificial.