Sugar reduction isn’t a passing trend, it’s a business imperative. In a recent Food Ingredients Europe (Fi Global) interview, Elizabeth Thundow, Vice President of Food & Nutrition at Kline + Company, explained why strategic sugar reduction is now central to growth and brand resilience in the food and beverage industry.
“Consumer demand is shifting from low-fat to low-sugar. Companies that treat sugar reduction as an innovation opportunity, not a constraint, will own the next wave of category growth,” says Thundow.
Turning Reformulation Into a Growth Lever
Reducing sugar goes far beyond sweetness. Reformulation affects structure, preservation, and mouthfeel, factors that shape both product quality and consumer loyalty. According to Thundow, the key is integrated innovation: combining ingredient science, sensory design, and process optimization to deliver health benefits without compromising taste.
The Smart Path Forward: Gradual and Transparent
The most successful brands adopt a phased approach, small, consistent sugar reductions paired with clear labeling. Thundow emphasizes that consumers trust brands that evolve transparently, not abruptly.
“A 5% sugar cut may go unnoticed today, but over time it transforms both your product and your brand perception.”
Beyond Reformulation: A Strategic Portfolio Mindset
Thundow’s analysis shows that sustainable success in sugar reduction requires more than a single product fix, it demands a portfolio strategy. Companies leading in this space are pairing sugar reduction with nutrient density, functional ingredients, and new product formats.
We, at Kline + Company, help F&B leaders align nutrition innovation with profitable growth.
Learn how our Food & Nutrition practice can future-proof your portfolio. Read more
This article is based on insights from Elizabeth Thundow’s interview with Food Ingredients Europe (Fi Global) and Kline + Company’s ongoing research on global food and nutrition trends.
Heading to Fi Europe in Paris this December?
Don’t miss Elizabeth Thundow, Vice President of Food & Nutrition, as she presents “Sweetening Success: Practical Strategies for Sugar Reduction.”
If you’d like to connect with Elizabeth during the event, please reach out at Elizabeth.Thundow@klinegroup.com.
