Dubbed “Normal Sweetness = 50% Sweetness”, the guideline seeks to cut the amount of sugar in a “normal” drink order to about 50% of the current standard, according to DoH director-general Amporn Benjapolpitak.
Dr Amporn said the guideline is ready for implementation, with the department aiming to officially launch the initiative on Feb 11, reports the Bangkok Post.
The decision followed a Jan 15 meeting that was held to finalise the implementation mechanisms to ensure the new standard is consistently adopted across the country.
The meeting brought together representatives from the Department of Health, led by Nutrition Division Director Saipin Chotivichien, as well as private-sector partners that have committed to supporting the initiative, including Bangchak Retail Co (Inthanin coffee shop), PTT Oil and Retail Business Public (Café Amazon), CP All Public Co (All Café, Kadsuan, Bellinee’s) and Black Canyon (Thailand) Co.
Representatives from industry groups such as the Thai Coffee Association and Intercoffee Corporation also attended, alongside officials from various government agencies, including the Food and Drug Administration and the Department of Disease Control.
The discussions focused on establishing systematic cooperation among government, private businesses, and civil society to ensure the policy’s long-term sustainability.
Health officials emphasised that the policy won’t force outlets to alter their beverage recipes, but changes the default sweetness level to 50% – already a standard option at many outlets – to gradually shift consumer preferences toward healthier levels of sugar.
Dr Saipin urged consumers to keep an open mind and try less sweet beverages, while calling on businesses nationwide to adopt the new standard.