The trend towards sugar reduction is only gathering pace, with strong front-of-pack reduced sugar claims appearing on both products for adults (e.g. 50% Less Sugar Ocean Spray Tropical Cranberry Blend) and those aimed at children (e.g. Roosvicee Apple Raspberry and Sisi No Bubbles Strawberry, which are both 30% lower in sugar). Jax Coco Kidz, a coconut water product aimed at kids, features the rather vague claim of: "20-70% less sugar than orange juice." Tesco Strawberry Banana & Blueberry Smoothie functions as "1 of 5 a day" and is therefore ideal for lunchbox-es. Appelsientje Kidz is promoted as "100% natural," a claim that continues to resonate.
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