The Department of Health (DoH) is preparing to roll out a new nationwide standard for made-to-order beverages as part of efforts to reduce sugar consumption and lower the risk of non-communicable diseases (NCDs).
The initiative, called “Normal Sweetness = 50% Sweetness,” aims to redefine the default sugar level in a typical drink order to about half of what is currently considered standard, according to DoH director-general Amporn Benjapolpitak.
Dr Amporn said the guideline is ready to be put into practice, with the department planning to officially launch the campaign on Feb 11.
The move follows a meeting on Jan 15 to finalise implementation measures and ensure the new standard can be applied consistently nationwide.
The meeting included representatives from the Department of Health, led by Nutrition Division Director Saipin Chotivichien, along with private-sector partners that have pledged support for the campaign. These include Bangchak Retail Co, which operates Inthanin coffee shops; PTT Oil and Retail Business Plc, operator of Café Amazon; CP All Plc, which runs All Café, Kadsuan and Bellinee’s; and Black Canyon (Thailand) Co.
Industry organisations such as the Thai Coffee Association and Intercoffee Corporation also took part, as did officials from several government agencies, including the Food and Drug Administration and the Department of Disease Control.
Participants discussed building structured cooperation between government bodies, businesses and civil society to help ensure the long-term success of the policy.
Health authorities stressed that the measure will not require drink vendors to change their recipes. Instead, it adjusts the default sweetness level to 50% — an option already available at many outlets — in an effort to gradually guide consumers toward healthier sugar habits.
Dr Saipin encouraged consumers to stay open to trying less-sweet drinks and called on beverage businesses across the country to adopt the new standard.