Meanwhile across the channel, a chef has had enough and is campaigning for a tax on sugary drinks - all sugary drinks, even the ones with 50% less sugar.
I thought the press might be all over this, I thought it would explode on health blogs and yet... all remained quiet. As I am getting ready to attend a food symposium in the UK with the theme 'Food and Communication' I found it fitting to have a rant about how this communication by IKEA* is misleading us all.
From september 2015 they will ban all sugary fizzy drinks from their restaurants. That's the headline and that's the lie. Proudly they are replacing their imitation Pepsi and 7up with more healthy fruit waters which contain only half the sugar. Half the sugar. That's still too much sugar.
The World health organisation (WHO) say that we ideally should be consuming no more than 6 teaspoons of sugar a day. **Regular fizzy drinks contain up to 6 teaspoons per 330ml serving. That's your daily sugar intake in one glass of sweet drink. That is bad.
So if IKEA's fruit water contains 'only' half the amount of sugar of your average fizzy drink - it still contains about a whopping **3 teaspoons of sugar.
When having one glass of IKEA fruit water means you have consumed half the daily recommended amount of sugar. And you know what? They offer FREE REFILLS! So you can have more!
"Ikea schrapt frisdrank van het menu"
(Ikea bans sugary fizzy drinks from menu)The communication to the world is that IKEA is trying to get a more healthy reputation... I think they are misleading the consumer with it.
Firstly their fruit waters aren't healthy, nor are they more healthy because they contain 'only' 50% the amount of a regular pop per serving. Secondly they are motivating people to refill their cup at self service machines, so people can have another 3 teaspoons of sugar diluted in water with natural flavourings.