Rewe uses chocolate pudding to see how little sugar is acceptable

German supermarket chain Rewe has asked its customers how little sugar they can bear. It aims to lower its private label’s sugar levels, but the consumer will decide by how much.

Up to 40 % less than usual

Rewe will sell four types of chocolate pudding for a month, asking its customers to trial all four and to inform the chain which one is best. One contains the usual amount (14 grams of sugar per 100 grams), one drops the level by 20 %, one by 30 % and one by 40 %.

The option that wins this flavour test will become Rewe’s new option and should arrive in stores by May at the latest. The supermarket chain will likely adjust other recipes based on the outcome of this flavour test as well. 

With this co-creation method, the food retailer has brought in its own customers to help make its own product range “healthier” and it is also an easy way to prevent criticism. It is also a way to differentiate from name brands, because this is the way the customer wanted it.