Sunny D slashes sugar content for relaunch

Sunny D is relaunching with a significantly reduced sugar content in a bid to take advantage of the trend for consuming healthy drinks. Owner Sunny Delight Beverages Company (SDBC) claims the product has 47% less sugar than rival brands such as Britvic’s Fruit Shoot.

Sunny D Florida Original will be relaunched as the first part of an extensive overhaul of the brand. The drink, which will have 12% less sugar than the current version, will available in retailers from the end of this month.

SDBC says the repositioning is a response to mums in the UK wanting less sugar in the soft drinks they give their children. It adds that the new product will be the only soft drink in the category to qualify for an amber traffic light label, indicating it has a medium sugar content.

Sunny D had massive success following its £10m launch in 1998 but suffered a sales slump after criticism about the amount of sugar in the drink.

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