The UK Government’s recent budget announcement to extend the sugar tax to include milk, plant-based drinks, and ready-to-drink (RTD) coffees has prompted I.T.S. to urge manufacturers to explore natural flavour solutions as a sugar alternative. This initiative is aimed at aiding brands in reformulating their products to meet the new regulations.
Meg Eade, dairy innovations specialist at I.T.S., highlights the potential of natural flavours in launching clean-label, lower-sugar canned beverages. “In preparation for the impact of the proposed sugar tax, due to come into force in January 2028, brands will be looking for ways to reformulate by reducing added sugar while keeping the same great taste consumers expect from their products,” Eade explains. She emphasises that natural flavours provide a balance of full sweetness, reduced sugar, and uncompromised flavour.
I.T.S. is promoting its SweetLITE range of 100% plant-based natural flavourings, available in powder and liquid formats, to support manufacturers. This range allows brands to cut added sugar by up to 50% while maintaining sweetness, mouthfeel, and overall flavour. SweetLITE is designed for low dosage use yet delivers smooth, rounded flavour and enhanced sweetness perception, making it particularly effective in dairy and plant-based drinks, milkshakes, and RTD products — all categories affected by the tax expansion.
The company offers a collaborative reformulation process, allowing manufacturers to request tailored flavour samples and test them on their existing recipes. “Our technical teams work together to refine flavours ahead of launch,” Eade explains.
Additionally, I.T.S. provides an in-house UHT pilot plant, enabling manufacturers to test small batches of flavours in their products. This facility ensures flavour delivery is accurate post-UHT treatment without incurring full line costs. Expert flavourists can make necessary adjustments on-site, ensuring the products withstand the intense heat of milk processing.
With the sugar tax expansion targeting a broader range of beverages, the adoption of natural flavour solutions presents a viable path for manufacturers to stay compliant while satisfying consumer expectations.
