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Action on drinks

Offering consumers more choice with less sugar

Today, consumers are looking for a broader variety of drink options, to fit a greater range of moments and occasions and to manage the amount of sugar they consume.

We support the current recommendation by several leading health authorities, including the World Health Organisation, that people should limit their intake of added sugar to no more than 10% of their total calorie consumption. 

Following the recommendations of health authorities, governments are introducing regulations designed to control the level of sugar consumption. As part of this approach, we are working with The Coca-Cola Company and other franchisors to offer consumers an even greater choice of drinks – including many more drinks with low or no sugar. 

Our action on drinks helps us to support UN Sustainable Development Goal 3.

We constantly strive to offer the best products to our shoppers, with a wide range of choice. With the increasing demand for low and no calorie beverages, we see CCEP has been leading the way by continuously introducing great tasting drinks that meet our consumer needs.


Roderick Rasquin

Lead Category manager Albert Heijn - The Netherlands

Our 2025 commitments

  • Sugar reduction in our portfolio
  • Low and no calorie drinks
  • Choice
  • Product information
  • Responsible marketing
Sugar reduction in our portfolio

We’ll reduce the sugar in our soft drinks by 10% between 2015 and 2020, and that’s in addition to the 5% reduction achieved in the previous 5 years.

CCEP Sugar reduction 580x486v2

Working with The Coca-Cola Company and other franchisors, we are reducing the amount of sugar in our drinks by altering our recipes, offering a wider choice and greater promotion of no and low calorie options.

Through our membership of the European soft drinks industry association UNESDA, we made a commitment to reduce our average sugar content per litre of product by 10% between 2015 and 2020, on top of the 5% reduction already achieved. In 2018, we met our target two years ahead of schedule.

Read our factsheet

Low and no calorie drinks

We’ll aim for 50% of our sales to come from low or no calorie drinks.

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To ensure that 50% of our sales come from low and no calorie drinks by 2025, we continue to increase our marketing spend to raise consumer awareness about our range of new reduced sugar drinks.

In 2019, 46% of our sales came from low and no calorie drinks. In Belgium, Great Britain and Spain we have already reached our target of 50%.

Read our factsheet


We’ll continuously evolve our recipes and portfolio to offer a greater choice of drinks.

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Smaller packs can help consumers control their calorie and sugar intake. We are committed to making smaller and more convenient pack sizes more readily available. Today, 5% of our sparkling soft drinks are sold in packs of 250ml or less and we’re looking to increase this figure significantly by 2025.

Together with The Coca-Cola Company and other franchisors, we’re expanding our portfolio to include many other types of drinks like ready to drink teas and coffees, juices, purified water and organic drinks.

Read our factsheet

Product information

We’ll make it easier for consumers to cut down on sugar with straightforward product information and smaller pack sizes.

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To help consumers make informed choices, we support schemes that promote a consistent approach to labelling across our markets and align with EU legislation, and we’re encouraged to see growing support for colour based interpretive labelling across the EU. We are closely monitoring developments related to the EU-led process underway for front of pack nutrition labelling.

Read our factsheet

Responsible marketing

We’ll make sure we don’t advertise to children under 12 and that our sales and marketing practices evolve in line with external expectations.

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We have a long-standing Responsible Marketing policy not to advertise or market any of our products to children under the age of 12. Through UNESDA, the European soft drinks industry association, we are committed not to advertise in printed media, on websites or during broadcast programmes aimed specifically at children and we announced a commitment to remove all added sugar drinks from secondary schools across Europe.

Read our factsheet

Our progress in 2019


average reduction of sugar per litre in our soft drinks since 2015


of products sold in 2019 were low or no calorie

tonnes of sugar removed from our drinks since 2010