Bidfood has reduced the sugar content of its Everyday Favourites ice cream range by an average of 23%.

The initiative comes in support of the Childhood Obesity Plan and the Government’s fight against childhood sugar consumption, initially targeting the nine categories that make the largest contributions, including ice cream, cakes and biscuits.

In addition to its range of four ice creams (chocolate, vanilla, strawberry and white vanilla), the wholesaler has made ‘significant strides’ in reducing sugar in its baked goods.

The recipes for four Everyday Favourites tray cakes – Victoria Sponge, Carrot Cake, Lemon Drizzle, and Coffee & Walnut – have been reformulated to cut the sugar content by an average of 19%. There is also also an increased fruit content.

Holly Marrero Easson, Bidfood brand controller, said: “We are continually working towards Public Health England’s sugar reduction targets across our own-brand products, reformulating products to reduce the amount of sugar, without compromising on quality or taste.”

Tel: Bidfood (0370) 3663 720