![Evernat organic biscuits](/sites/default/files/styles/paragraph_text_and_image_left_right/public/2018-12/evernat-organic-biscuits.jpg?itok=cNF6s_4h)
2. Claiming sugar reduction
In order to be able to claim “reduced in sugar”, the overall amount of sugar in the product should be 30% lower than the market average. The claim is used especially for biscuits and cereals; categories for which wholesomeness is a highly relevant consumer benefit.
Within the cake category, “reduced in sugar” claims are more often seen with sports and nutrition type of products.
![Muscle brownie](/sites/default/files/styles/paragraph_text_and_image_left_right/public/2018-12/muscle-brownie-US-final.png?itok=6azApmK_)
![Diablo no sugar added cookies](/sites/default/files/styles/paragraph_text_and_image_left_right/public/2018-12/diablo-no-sugar-added-final.png?itok=286KKhXf)
3. Claiming "without added sugar"
The “no added sugar” claim has proven popular especially within the biscuit category - the number of launches with the claim doubled over the last 5 years (Source: Innova). The natural and unprocessed halo of the claim is very appealing to consumers and allows for a less functional and more indulgent product positioning.
Breakfast is seen by consumers as a health & wellness moment of the day. In the example below, croissant (consumed in the morning in Italy) have been made without added sugar to cater to consumers’ needs for a wholesome breakfast.
![Misura croissant without added sugar](/sites/default/files/styles/paragraph_text_and_image_left_right/public/2018-12/mizura-final.png?itok=aSobxiy3)