Last updated on November 1, 2025
No. Under the UK’s updated advertising and nutrition claim rules, “no added sugar” can only be used if the product contains no added mono- or disaccharides and no other ingredient used for its sweetening properties. Fruit concentrates typically count as sweetening agents, so the claim is not permitted in most cases.
A Sweet Claim That Turned Sour
Marketers love a good health halo, and “no added sugar” has long been a favourite. It sounds wholesome, almost virtuous. But in the UK, after the 2024 advertising code updates, that halo slipped. Why? Because regulators decided that clarity matters more than clever wording.
The Advertising Standards Authority (ASA) and the Department of Health and Social Care tightened the rules to ensure that nutrition claims are not misleading. The CAP Code now insists that any authorised claim must meet strict conditions listed in the GB Nutrition and Health Claims Register. For “no added sugar,” that means no added simple sugars and no other ingredient used for sweetening. Fruit concentrates? They often sweeten the mix, and that’s where the trouble begins.
The Legal Backbone
The foundation of these rules lies in Regulation (EC) No 1924/2006, retained in UK law post-Brexit and adapted through domestic regulations. This framework governs all nutrition and health claims, aiming to protect consumers from ambiguity and false impressions. The UK’s 2024 advertising code updates didn’t reinvent the wheel—they reinforced it, adding sharper teeth to enforcement.
ASA rulings in 2025 illustrate the point. When a trendy drink brand claimed “0g added sugar,” the ASA judged it equivalent to “no added sugar.” But the product contained grape and apple concentrates, which sweeten the beverage. Verdict: claim banned. The reasoning? If an ingredient’s purpose or effect is to sweeten, the claim misleads.
Why Fruit Concentrates Are in the Spotlight
Fruit concentrates occupy a grey zone. They’re not table sugar, but they pack sweetness. In some recipes, they’re functional—adding flavour or balancing acidity. In others, they’re a stealth sweetener. Regulators now look at intent and effect: why was the ingredient added, and does it make the product sweeter? If yes, the “no added sugar” claim fails.
This case-by-case approach reflects a cultural shift. Consumers increasingly demand transparency, and regulators respond by closing loopholes. Gone are the days when a splash of concentrate could hide behind a virtuous label.
Cultural and Historical Context
Sugar has been a public health villain for decades, linked to obesity, diabetes, and tooth decay. Campaigns like “Sugar Smart” and the UK’s Soft Drinks Industry Levy pushed brands to reformulate. Against this backdrop, “no added sugar” became a marketing badge of honour. But as science and scrutiny advanced, regulators realised that not all claims were created equal. The 2024 updates are part of a broader effort to align advertising with reality.
Practical Implications for Businesses
For food and drink brands, the message is clear: check your formulations and your labels. If you use fruit concentrates, ask why. If they sweeten the product—even partially—drop the “no added sugar” claim. Non-compliance risks more than a slap on the wrist; ASA rulings can damage reputation and trigger costly rebranding.
Businesses should also monitor guidance from the Department of Health and Social Care and consult the GB Nutrition and Health Claims Register. Compliance isn’t optional—it’s the price of trust.
The Bigger Picture: Protecting Consumers
These rules aren’t about nitpicking—they’re about honesty. When consumers see “no added sugar,” they expect a product free from sweetening tricks. By enforcing stricter standards, the UK aims to reduce confusion and support healthier choices. It’s a small step in the fight against diet-related disease, but a meaningful one.
See more on United Kingdom
Sources
ASA bans “no added sugar” nutrition claim on fruit concentrate
https://foodcomplianceinternational.com/industry-insight/news/5647-asa-bans-no-added-sugar-nutrition-claim-on-fruit-concentrate
Publication date: September 15, 2025
Nutrition and health claims: guidance to compliance with Regulation (EC) 1924/2006
https://www.gov.uk/government/publications/nutrition-and-health-claims-guidance-to-compliance-with-regulation-ec-1924-2006-on-nutrition-and-health-claims-made-on-foods/nutrition-and-health-claims-guidance-to-compliance-with-regulation-ec-19242006
Publication date: November 10, 2021