The healthy food trend continues. After fat and salt comes sugar on the radar. The Ministry of Health , Fevia (food and drink industry) and Comeos (retail) have signed an agreement to reduce the calorie intake with 5% by the end of 2017, by reduction of sugar and/or fat. This will come by reviewing the product composition if feasible. The approach will obviously differ by category and will be applicable for both branded as private label products. For soft drinks for example the target is to reduce the sugar content with 10% by 2020. Next to the product improvements, an awareness campaign towards the consumer will be developed. Also size and portions will be reviewed. The key motivation is the consumers’ interest.