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(Fast)Food for thought
30 August, 2024
The sugar tax turned resistance into innovation – can Labour’s fast-food crackdown do the same?
When the sugar tax was first introduced in 2018, it was met with significant resistance from soft drink manufacturers, who feared it would cripple the beverage industry. But it sparked an era of innovation. Rather than absorbing or passing on the tax, many companies began reformulating their products, reducing sugar content and opting for healthier ingredients.
This shift met regulatory demands and led to the creation of premium, craft-like soft drinks. Take Cawston Press: they chose to up the amount of fruit juice, rather than adding artificial sweeteners to try to reduce the sugar content of their drinks. Not only did this appeal to a more health-conscious market, but it also improved the taste (according to Cawston’s Head of Marketing). Through innovation, companies responded to the sugar tax and were able to stay competitive, and consumers enjoyed a healthier product range. It also led to a decrease in obesity rates, particularly among children in deprived areas.
Now, under the new government, a similar transformation may be on the horizon. After years of delays under the Conservatives (who delayed a ban on pre-watershed junk food advertising, which was due to come into force in January 2023), Labour is pushing forward with measures to tackle child obesity, consulting on measures to limit the proliferation of fast-food outlets near schools and ban junk food advertising before 9 p.m. These steps, if implemented (and this is a big if, given the delays we have seen in the past), could push fast-food giants to innovate once again.
Critics argue that these proposed measures are too ‘nanny state’ and restrictive, but if history is any guide, they could serve as a catalyst for positive change. Just as the sugar tax led to healthier drink options, Labour’s proposed policies could push fast-food companies to rethink their menus, offering healthier, more balanced meals that could have a lasting impact on child health. As with the sugar tax, the key lies in making the healthy choice the easy—and delicious—choice.
By Charlotte Pounder