A. Le Coq Joins Renewed Industry Agreement to Reduce Sugar and Salt Content by 2030

On April 1, Estonian food and beverage companies signed a voluntary cross‑sector good faith agreement – initiated and coordinated by the Estonian Food Industry Association – to continue reducing the sugar, salt, and saturated fat content of products and to set clear, measurable targets for 2030. 

For the beverage sector, the agreement builds on a similar voluntary commitment that has already been in place for several years and has now been updated with new targets. A. Le Coq joined the renewed agreement, for whom continuous product reformulation has been a natural part of product development over the past decade.

Background and Purpose of the Agreement

Over the past 10–15 years, food and beverage companies have reduced sugar and salt levels across many product categories by reformulating existing products and introducing new options with more moderate compositions. In some categories, further reductions could affect product quality, safety, or consumer expectations, but in several areas, additional improvements are still possible.

The aim of the agreement is to support a balanced and diverse diet by increasing the share of products with lower sugar and salt content and helping consumers make more informed choices. The focus is on product development rather than restricting consumption.

Targets for 2030

According to the agreement:

• food manufacturers aim to reduce the average added sugar and salt content of products by 10% by 2030 compared to 2025 levels;
• beverage manufacturers aim to reduce the average added sugar content by 10% by 2030 compared to 2020 levels;
• reformulation must not reduce the competitiveness of Estonian products or hinder innovation.

A. Le Coq Continues on the Same Path

The beverage sector aims to reduce the average added sugar content by 10% compared to 2020. A. Le Coq is not starting from scratch—over the past decade, the company has already reduced the average sugar content of its non-alcoholic beverages by 16.4%.

According to A. Le Coq CEO Jaanus Vihand, developing healthier products is a consistent, long-term process. “Reformulation is not a campaign-based activity for us, but a natural part of product development. We have been doing this work for years and will continue to do so, guided by technological possibilities and consumer expectations,” said Vihand.

He added that product recipes are reviewed every two to three years. “We continuously improve both new and existing products, moving step by step towards a more balanced composition while maintaining the quality and taste that consumers expect.”

Measurement and Transparency

The implementation of the agreement will be assessed by product groups, based on the arithmetic average of added sugar and salt content. The food and beverage industry will publish an annual cross-sector report on reformulation progress for the period 2025–2030.