Vitamin drink More Drinks and Tesco win major IGD award

More Drinks and Tesco have won the Health & Wellness Award for work in the soft drinks category at the national IGD Awards. The winners were announced on 7 October at the awards ceremony, which was hosted by television and radio presenter Gabby Logan, and the award was sponsored by Nestlé

The retailer was honoured for prioritising the tackling of obesity at the very heart of its soft drinks strategy. Tesco has recognised that it can play a significant role in combating the global obesity crisis and has taken this responsibility head on.

Working with suppliers such as More Drinks, the retailer removed all full-sugar drinks from its checkouts, changed the flow of its soft drinks aisle to ensure that diet drinks became the lead product and removed two billion calories from its own soft drink brands. As a result, the average Tesco customer is now buying 20% less sugar in soft drinks than they were in 2011.

Steve Norris, Co-founder of More Drinks said: “We pride ourselves in offering ranges of healthy drinks suitable for adults and kids, and to have been recognised by the IGD for our work with Tesco is a huge honour.”

Commenting on the IGD Awards, Joanne Denney-Finch, IGD Chief Executive, said: “This year’s IGD Awards received the highest number of entries that we have ever had. From small start-ups to medium-sized companies to large international ones, I was incredibly impressed with the breadth and quality of the submissions we received. They demonstrate the best-in-class leadership, innovation and excellence our industry has to offer.

“Many congratulations to all of our finalists and winners. Their excellent contribution is testament to the hard work, commitment and innovative approach of the people at the heart of our industry.”

The winners of the IGD Awards were selected by some of the industry’s top personnel, including representatives from IGD and companies from across the food and grocery supply chain. IGD is a research and training charity that helps the food and consumer goods industry deliver a secure and sustainable future.

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