Sugarwise is a new mark certifying foods which contain no more than 5% of their energy from free sugars, backed by Tesco.
Marketing spoke to Sugarwise founder Rend Platings about the initiative, which has involved research backing from Cambridge University scientists.
The Co-operative is the first retailer to stock the products and the Sugarwise logo was designed by Tesco. The latter has also been advising on packaging regulations.
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