Let’s be honest, no parent dreams of giving their kids more sugar. Most families want to make healthier choices. But for years, the supermarket shelves have made that harder, not easier.
At Fearne & Rosie, we’re passionate about supporting families to make everyday swaps that taste delicious and don’t feel like a compromise. We make preserves filled with fruit, with up to 40% less sugar than standard alternatives.
But it’s not just about jam. We’re here to talk about the rising consumer demand for health, for honesty and for products that work with families, not against them.
There is an enormous opportunity for the food and drink industry to help drive healthy change.
Sugar reduction isn’t a ‘nice to have’ it’s an urgent need
In 2024, NHS England reported that 36% of children in Year 6 (age 11) are now overweight or obese. Obesity levels in this age group are more than double what we see in reception and children in our most deprived areas are four times more likely to experience severe obesity. The cost of living continues to squeeze household budgets meaning that more and more families are in need of support from the brands they trust.
We’ve known for a long time the impact high sugar diets have not just on adults, but on children too. Yet, the food environment still heavily promotes high-sugar products, often at lower price points. It’s about balance. We have a collective responsibility to provide healthier choices, to educate, to help, and to inspire healthy change.
Lower sugar can be tasty and profitable
Reducing sugar isn’t about creating dull, dusty products that tick a box but then sit for a long time on the shelf. It’s about celebrating great-tasting food that is also better for you.
At Fearne & Rosie, we’re proving that lower-sugar products can still be bright, fruity, fun and that families will come back for more. We’ve seen consistent growth and loyal repeat customers because we’ve focused on taste. With flavour first.
Brands across the board are reformulating, rethinking, and responding to demand for healthier choices. But there’s still a gap especially in the family-friendly aisle.
Families need simple staples that are simply, just better. A spread for toast, a yoghurt topper, a spoonful in porridge - it’s about understanding our consumers, meeting families where they are, and providing healthier choices.
There’s also a commercial opportunity. Products that align with evolving public health goals, meet school lunchbox guidelines and help families feel good about what they’re buying? That’s not a CSR line. That’s smart business.
Retailers are listening - but they need more from us
We’ve been lucky to work with brilliant retail partners who share our vision. What’s clear is this: buyers want innovation and purpose. They want products that fill a need, align with ESG goals, deliver on quality and taste. That’s the sweet spot (pun absolutely intended).
Whether it’s through healthier snacking bays, ‘good choice’ signposting, or back-to-school campaigns, there’s appetite to do more in this space. But we need to step up. Sugar reduction isn’t a one-off initiative, it’s a shift in mindset. It’s not a ‘nice to have’, it’s a collective responsibility and an essential.
Shifting the narrative without judgement
At Fearne & Rosie, we’re not here to tell families what they shouldn’t eat. We’re here to celebrate what they can eat. We believe food should be fun and that healthy choices should feel like a win.
We’ve found success by keeping things light-hearted, colourful and inclusive. Our customers aren’t looking for perfection. They’re looking for progress. That’s true in households, and it’s true in business too.
If you’re a brand, manufacturer or retailer reading this, here’s my message: sugar reduction doesn’t have to be scary, it can be joyful, strategic, and be both ethically and commercially smart. Start with one product. Reformulate. Try a limited run. Talk to parents. Help to build a better breakfast.
So where do we go from here?
Let’s reformulate with purpose and use less sugar where we can - and lots of us can! Let’s reimagine family favourites that support long-term health and don’t sacrifice on flavour.
Because when we help our families eat better everyone wins.
We’re here to help make a positive impact. And to have a jammy good time along the way.
Rachel Kettlewell is the founder of Fearne & Rosie, a B Corp certified food business creating delicious, lower-sugar jams for families. She is a former primary school teacher and a passionate advocate for children’s health and education.
