Valio has announced the launch of a range of reduced sugar yoghurt and yoghurt puddings aimed at children in its domestic market.
The new yoghurt range, Valio Play, contains 40% less added sugar, Valio said.
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Valio Play yoghurt puddings feature 30% less added sugar when compared to “regular puddings”. Valio assured “no compromise” was made on the flavour.
The yoghurts are available in four flavours: strawberry, raspberry, banana and pear. The puddings feature three variants: strawberry, pear and banana.
The launches comes after Valio’s consumer research suggested children’s snacks should feature less sugar.
“Children and teenagers themselves are the key to the inspiring flavour of the new snacks. They have contributed to the development of yoghurt and yoghurt pudding for 100% tasty products,” said Hanna Savolainen, marketing manager at Valio.
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By GlobalDataThe move is part of Valio’s commitment to halve the sugar content of its snack products by 2020.
“When we asked consumers what snacks should contain less sugar, the answers were clear. The sugar content of children’s snacks should be especially addressed. According to Finns, children need not become accustomed to a sweet taste. Consumers find that many snack products for children contain too much sugar,” said Jussi Mattson, category manager at Valio.
Savolainen added as well as the new Play range, Valio was also “reducing sugar in existing products”.
Savolainen added: “Sugar-awareness is a strong trend worldwide. Half of Europeans are trying to reduce their sugar intake. Sugar is avoided more strictly in staple food categories. Negative attitudes toward sugar are growing in Finland.”
