Beyond beverages in the war on sugar

US natural and organic meat brand Applegate has sought to tap into the growing number of sugar-conscious and sugar-averse consumers through the release of 'No Sugar' Bacon under its Applegate Naturals banner.

While bacon may not necessarily be a product associated with containing sugar, the ingredient does have an impact on its nutritional value.

One such example is Hormel Foods’ Black Label Brown Sugar Thick Cut Bacon, which features 1g of sugar per pan fried slice. This equates to one teaspoon of sugar for every four slices consumed.

Sugar is often used as a curing ingredient for meats such as ham and bacon. It appearing on the ingredient lists of these products could deter purchase and consumption among health-conscious consumers.

While sugar avoidance has been a hot topic in the fast-moving consumer goods (FMCG) industry, particularly in the soft drink space, there is a wider opportunity to tap into the sugar-free craze through promoting free-from sugar credentials in new categories and sectors. This is particularly important as consumers become more attentive and informed of the ingredients in the foods they eat.

This sentiment is further strengthened by GlobalData’s 2016 Q3 primary consumer research, which found that 63% of Americans say they are trying to limit their intake or avoid sugar entirely.

Sugar-free claims in savoury categories will appeal to the increasing interest in eliminating this ingredient from diets. Similarly it can also help strengthen brand credentials and positioning particular with regards to being healthier, 'good for you' options.

The challenge will lie for savoury food brands to use this claim effectively when sugar may already make up a very small part of or have a negligible impact on the nutritional values of the product in question.