For the first time, the National Institute of Nutrition (NIN) and the Indian Council of Medical Research (ICMR) have set guidelines for sugar content in packaged foods and beverages. These guidelines, created by a team of experts, suggest strict limits on added and total sugars.

New Sugar Content Guidelines

The proposed limits for solid foods are about 5% of energy from added sugar and not more than 10% from total sugar. For beverages, the limits are about 10% of energy from added sugar and not more than 30% from total sugar, which includes naturally present sugars in fruit juices and milk. This shift focuses on reducing sugar intake rather than just calories, marking the first major revision in 13 years.

Industry Concerns

Executives from packaged food companies have raised concerns about the practicality of these new guidelines. They warn that implementing these recommendations would require significant changes in the formulations of many popular products, including soft drinks, juices, cookies, ice creams, and cereals, affecting their availability both online and in stores.

Changes in the Market

In response to increasing scrutiny, major FMCG brands like Hindustan Unilever (HUL) have rebranded their 'health food drinks' to 'functional nutritional drinks' (FND). Additionally, the Ministry of Commerce and Industry has instructed e-commerce platforms to stop classifying drinks like Horlicks and Boost as "health drinks."

Reducing Sugar Content

In December 2023, Bournvita reduced its sugar content to 32.2 grams per 100 grams. This change came eight months after an influencer highlighted the high sugar content in Cadbury’s Bournvita 'health drink.' This sparked a wider debate on social media about the high sugar content in popular products like Bournvita and Cerelac.

Raising Awareness

Revant Himatsingka, known as 'Foodpharmer,' has launched an initiative called 'Label Padhega India' to encourage people to read the labels of everyday packaged foods. He has enlisted celebrities and influencers like Archana Puran Singh, Dinesh Karthik, Terrence Lewis, Ankur Warikoo, Abhinav Bindra, and Masoom Minawala to spread the message.

The new guidelines by NIN-ICMR aim to reduce sugar consumption and promote healthier eating habits. While there are concerns from the food industry, the move has sparked a necessary conversation about the impact of sugar on health.