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14 May 2017

Brands need to start listening to their customers!

New evidence has shown that reformulation efforts by brands to reduce sugar is upsetting large numbers of loyal customers, and is leading to a catastrophic lack of trust in brands.

Last month, Lucozade Ribena Suntory, the makers of Lucozade, reduced the sugar in their Lucozade Orange by more than 50%. This resulted in hundreds of complaints on Twitter.

Nearly all of these customers are under the age of 30, and their trust in Lucozade has been damaged forever. They will not buy Lucozade Orange again.

But we're seeing this time and time again. Burtons Biscuits reduced the sugar in Jammy Dodgers last year by adding milk, upsetting vegan customers. Now Frijj have changed their recipe. It's time for brands to listen to their customers.

Brook Whelan

Chief Executive of People against Sugar Tax