I.T.S urges drinks brands to switch to natural flavour to combat sugar tax expansion

Following the UK Government’s announcement of an expansion of the  in its November budget to now include milk and plant-based drinks and RTD coffees, flavour house I.T.S is encouraging manufacturers to act now by exploring natural flavour solutions as an alternative to sugar in their reformulation processes.

According to Meg Eade – dairy innovations specialist at I.T.S, natural flavours will enable brands to launch clean-label, lower-sugar canned beverages without sacrificing taste or consumer appeal.

“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.

“Natural flavours offer exactly that balance — full sweetness, reduced sugar, and no compromise on flavour.”

To support manufacturers in this sector, I.T.S. is highlighting its innovative SweetLITE range of 100% plant-based natural flavourings available in both powder and liquid formats. SweetLITE enables brands to cut added sugar by up to 50% while maintaining the same sweetness, mouthfeel and overall flavour.

SweetLITE is engineered for low dosage use yet delivers smooth, rounded flavour and enhanced sweetness perception. This makes it especially effective in dairy and plant-based drinks, milkshakes and ready-to-drink products — all categories to be impacted by the announced tax expansion.

“I.T.S. offers manufacturers a collaborative reformulation process. Then means they can request tailored flavour samples and test on their own existing recipes and applications. Our technical teams work together to refine flavours ahead of launch.” explains Eade.

With most dairy and dairy alternative RTD beverages also going through the UHT process, I.T.S offers an in-house UHT pilot plant. The service means manufacturers can test out small batches of flavours in their products to ensure that the flavour delivery is spot on after UHT treatment, without the cost of running a full line. The company’s expert flavourists can then adapt and make subtle changes to flavour profiles on-site as the products are being tested, to ensure they can withstand the intense heat of milk processing.