Bell Flavors & Fragrances EMEA (Bell), supplier of flavours, botanical extracts and specialty ingredients, has launched a functional taste solution for a 30 % reduction of sugar in products like ice cream and bakery applications. With its newly developed REDsugar flavour range, Bell seeks to change consumer behaviour and political frameworks by focusing on natural, clean label product developments with less or low sugar.

Customers are increasingly requesting solutions that do not contain artificial sweeteners or sweeteners, at all. As they prefer a natural based sugar-reducing solution over a zero-sugar option using artificial sweeteners, there is a growing need for natural flavours and products based on natural ingredients.

The REDsugar flavours keep complex matrices in applications by reacting with existing structures. This helps to close the sugar gap and to maintain mouthfeel, taste and texture, while delivering a positive impact on the sweet perception of a product. As a result, sugar content can be decreased by at least 30 %, depending on the type of application.