Albert Heijn vows to reduce sugar in home brand products

The Albert Heijn to Go convenience store at Amsterdam Bijlmer ArenA station is one over 930 stores across the Netherlands (TahR78/Wikimedia Commons) . (The Albert Heijn to Go convenience store at Amsterdam Bijlmer ArenA station is one over 930 stores across the Netherlands (TahR78/Wikimedia Commons) )

Supermarket chain Albert Heijn is joining the fight against sugar. From the end of this year, the supermarket will reduce the sugar content of hundreds of its home brand products and launch new products with no added sugar, the Telegraaf reports.

Albert Heijn is reducing the amount of sugar between 10 and 40 percent in various products, including yogurt, custard, ketchup and cookies. The supermarket will also put an information guide next to the soda shelf so that customers can see how many calories and sugars they consume with each can of soft drink.

The supermarket wants to gradually make its consumers used to consuming less sugar. The aim is to make products less sweet and avoid sugar as much as possible, though in some products the sugar will have to be replaced by other sweeteners.

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