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		</div><p>The sugar content of soft drinks in Britain has undergone a “striking” reduction since the introduction of a so-called sin tax, researchers have found.</p>
<p>Drinks manufacturers have cut the amount of sugar in their products since the levy of between 18p and 24p a litre was introduced in April 2018.</p>
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<p>The Oxford University research, published in BMC Medicine, claims there has been a 29% reduction in the total amount of sugar sold in soft drinks in the UK between 2015 and 2018.</p>
<p>Researchers looked at the nutritional information on a range of soft drinks, including carbonated drinks, juice drinks and energy drinks, and combined their findings with sales data from 2015-2018.</p>
<p>The UK’s two biggest soft drinks companies, Coca-Cola and Britvic, reduced the average amount of sugar in their drinks by 17% and 26% respectively; however, the sugar content of their flagship products, Coca-Cola and Pepsi, remained unchanged.</p>
<blockquote><p>27% Reduction in sugar consumption due to changes in consumer purchasing behaviour</p></blockquote>
<p>The data revealed that 73% of the sugar reduction was due to reformulation of existing products or the introduction of new, lower sugar drinks, while 27% was due to changes in consumer purchasing behaviour.</p>
<p>Lead researcher Lauren Bandy said the figures were “striking”.</p>
<p>“It is encouraging to see such a large reduction in sugars sold in soft drinks,” Ms Bandy said.</p>
<p>“This is largely a result of change in the composition of drinks but there have also been shifts in consumer purchasing behaviour, with more consumers choosing drinks with low, or no, sugar content.</p>
<p>“They show that it is possible for improvements in public health to be consistent with successful business practices.”</p>
<p>Co-author Susan Jebb said she hoped the results would encourage more of the food industry to adopt healthier practices.</p>
<p>“National and international governments are calling for change in the food industry to improve public health,” she said.</p>
<p>“This new method allows researchers to monitor the progress being made and to make this information available to the public.</p>
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<p>“This external scrutiny will hopefully encourage more positive and rapid action by the food industry to achieve healthier diets.”</p>
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