EIT Food News

Understanding Communication Strategies for a New Sugar Replacement Product

DouxMatok, a partner in the Smart Tags project, has developed a new sugar reduction solution, Incredo™. Incredo sugar, extracted from cane and beet sugar, is intended to replace regular sugar within different products such as cookies, cakes, chocolates, and spreads, allowing 30%-50% in sugar reduction without compromising the taste. DouxMatok hope to debut Incredo with a new chocolate-based product. However, consumers’ perception towards Incredo is currently unknown. Will they be willing to buy a new product that promotes Incredo? Are they willing to pay higher for a product developed with Incredo on the basis that it contains less sugar? What information do they check when purchasing a new food product (e.g., traceability, sustainability, quality indicators, etc.)?

Through a survey led by KU Leuven, DouxMatok, VTT and AZTI, the project aims to answer these questions, among several European countries, including communication strategies for Incredo and new products developed using Incredo. The role of intelligent packaging technologies in this regard will also be explored. This large-scale survey will target 250-300 consumers from each of the following European countries: Belgium, Finland, UK, Germany, Spain, and Italy.

The survey focuses on 3 main aspects: consumer shopping behaviour and purchase decisions, product-specific questions towards Incredo and the hazelnut spread, and finally attitude towards claims and messages on packaging. The results of the survey will be available before end of the year and will be made public at the Smart Tags webpage.

For further information, contact:

Dr. Nyi-Nyi Htun

Postdoctoral researcher

Department of Computer Science
Celestijnenlaan 200 A box 2402
3001 Leuven
tel. +32 16 37 67 49