The Food Standards Agency has promised that efforts to cut sugar in soft drinks will take a different approach to that used to reduce salt in foods such as bread.
Speaking at the British Soft Drinks Association annual lunch, chairwoman Dame Deirdre Hutton said: "We have no intention of starting to set targets for sugar. Targets have been the right way to go for salt reduction, but sugar is not the same issue."
The FSA may use high, medium and low criteria being developed to support signposting as a way of assessing the "calorie balance" of soft drinks. The criteria will be finalised soon.
Dame Deirdre said: "We'll be looking for your input as we put together a proposal on calorie balance for consultation this year."
But she added: "I don't see sweeteners as the panacea for calorie balance - but not for safety reasons. I think the answer is more to do with information and consumer awareness."
Dame Deirdre also urged the audience to help train consumers to get used to soft drinks that were not as sweet as they were today.
She said: "Let's also see if we can't educate our palates in the way that we are doing with salt and get used to less sugar."
Meanwhile, the FSA called for Ofcom's investigation into advertising to kids to ban all ads for foods high in fat, sugar and salt before 9pm in order to have an impact on the eating behaviour of all children aged between four and 15, rather than just under nines.
It also said Ofcom needed to address the potential loophole that could allow brand advertising.
In a document presented to the FSA board this week, it said the same restrictions must be applied to the advertising of food companies' brand names, such as Cadbury or McDonald's, as to the advertising of high fat, sugar and salt foods.
The comments come as the deadline approaches for the end of the communications watchdog's consultation into advertising to kids, on 30 June.
Speaking at the British Soft Drinks Association annual lunch, chairwoman Dame Deirdre Hutton said: "We have no intention of starting to set targets for sugar. Targets have been the right way to go for salt reduction, but sugar is not the same issue."
The FSA may use high, medium and low criteria being developed to support signposting as a way of assessing the "calorie balance" of soft drinks. The criteria will be finalised soon.
Dame Deirdre said: "We'll be looking for your input as we put together a proposal on calorie balance for consultation this year."
But she added: "I don't see sweeteners as the panacea for calorie balance - but not for safety reasons. I think the answer is more to do with information and consumer awareness."
Dame Deirdre also urged the audience to help train consumers to get used to soft drinks that were not as sweet as they were today.
She said: "Let's also see if we can't educate our palates in the way that we are doing with salt and get used to less sugar."
Meanwhile, the FSA called for Ofcom's investigation into advertising to kids to ban all ads for foods high in fat, sugar and salt before 9pm in order to have an impact on the eating behaviour of all children aged between four and 15, rather than just under nines.
It also said Ofcom needed to address the potential loophole that could allow brand advertising.
In a document presented to the FSA board this week, it said the same restrictions must be applied to the advertising of food companies' brand names, such as Cadbury or McDonald's, as to the advertising of high fat, sugar and salt foods.
The comments come as the deadline approaches for the end of the communications watchdog's consultation into advertising to kids, on 30 June.
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