Back British agriculture and brands through stable public health policy
Behind every bottle of Ribena is a British farming success story. To keep it that way, the government must ensure stability in public health policy.
Few brands spark instant nostalgia like Ribena. For generations, its unmistakable blackcurrant taste and bright purple cartons have been a fixture in British homes. Behind every bottle lies a story of British farming, innovation and resilience – and its future is closely linked to the government’s public health plans, specifically the Soft Drinks Industry Levy (SDIL).
At Suntory Beverage & Food GB&I (SBF GB&I), we have been making iconic British drinks, such as Ribena and Lucozade, for nearly 100 years. Our brands are steeped in heritage but driven by careful innovation.
What many people don’t know is that Ribena is also sustained by British farmers. 100 per cent of the blackcurrants used for Ribena are grown across 34 British farms, each a custodian of one of Britain’s most recognisable flavours.
British agriculture at the heart of Ribena
Ribena uses 100 per cent British blackcurrants in its iconic drink
Every summer, our growers bring in the blackcurrant harvest – the starting point for every bottle of Ribena. This year, I have been out with our growers and their local MPs across the country so they can learn about this iconic fruit and the unique challenges the growers face.
We heard that this year’s harvest began two weeks early due to record-breaking heat and dryness, a stark reminder of the climate challenges ahead. These issues are precisely why we provide our growers certainty through long-term agreements while supporting innovation through programmes with the James Hutton Institute, breeding new blackcurrant varieties that can withstand heat, drought, pests and diseases.
This is collaboration and innovation with purpose. By working together so closely, growers have the confidence to invest for the long term, securing rural jobs and safeguarding the environment.
Ribena and the blackcurrant growers behind it are a British success story, and it is clear that they can drive even greater benefit in our rural communities if given the conditions to do so. This is why we are deeply concerned that this potential could be limited by the government moving the goalposts on public health policy this autumn.
Why policy stability matters
SBF GB&I has cut sugar by 57 per cent on average across its core brands
The government has done just that on the SDIL. Its proposal to reduce the lower SDIL threshold is the wrong move at the wrong time, and for nearly no health or economic benefit.
In fact, Treasury estimates suggest the proposal would reduce calorie intake by less than the equivalent of two slices of buttered toast per year.
That’s because since 2013, we have reformulated our entire drinks range to be below the SDIL lower threshold. We’ve cut sugar by 57 per cent on average across our core brands and invested £13m into our factory in the Forest of Dean to help deliver our now entirely non-HFSS (High in Fat, Salt and Sugar) range.
This was all done with a long-term mindset, on the basis that the SDIL thresholds would remain consistent thanks to our positive action.
By moving first and fastest, we learned how to make further progress: bringing consumers with us. That’s why this blunt change to the SDIL would force drinks producers to either protect iconic recipes by taking on tens of millions of pounds in tax – impacting prices – or rush through further reformulation that could alienate consumers from their favourite drinks.
The proposed change to SDIL punishes the companies that have led on sugar reduction while ignoring those that contribute more sugar to the national diet.
A better way forward
With zero-sugar drinks now making up seven in 10 soft drinks sold in the UK, and our category contributing less than 6.5 per cent of sugar to national diets, it is time to consolidate that success.
This autumn, the government must reevaluate its approach by:
- maintaining the current SDIL threshold and provide long-term stability for manufacturers and growers, while creating conditions for investment and growth
- taking a holistic approach to public health, supporting reformulation and innovation efforts with greater investment in sport, physical activity and consumer education
Protecting taste, tradition and trust
Ribena’s “No Taste Like Home” campaign this summer celebrated the emotional connection people have with this famous drink. It evokes family moments, rainy afternoons and the comfort of home. That connection is built on trust: trust that the drink will taste as good tomorrow as it did yesterday, with flavours born in Britain’s blackcurrant fields.
