Under a campaign that officially began on Wednesday (Feb 11), ordering a drink with “normal sweetness” will automatically mean 50% less sugar than the original recipe, reports the Bangkok Post.
Participating brands include Café Amazon, Inthanin, All Café, Black Canyon, Punthai, and Chao Doi, among others.
Under the new guideline, a 16-ounce coffee that previously contained about 7.3 teaspoons of sugar will now have 3.7 teaspoons, while iced tea or milk tea will drop from 6.6 to 3.3 teaspoons. The measure is based on behavioural economics, adjusting the default sugar level to align with health standards.
The World Health Organization (WHO) recommends limiting sugar intake to no more than six teaspoons per day. Officials say the new standard will help beverages fall within safer ranges, particularly for tea and coffee drinks.
Health experts highlight additional benefits: improved skin health, reduced premature ageing, better concentration, less fatigue, and lower risks of fatty liver and diabetes.
Cutting back on sugar also helps retrain the taste buds, making natural flavours from fruits and grains more enjoyable.
Industry representatives said consumer preferences are already shifting toward less-sweet or sugar-free drinks.
The Department of Health said the initiative not only reduces health risks but also promotes long-term wellness, positioning Thailand as a leader in public health innovation.