Sugar reduction is one of the central topics of the food and beverage industry, especially in Western Europe. Political restrictions, efforts by manufacturers to reduce the sugar content in their products, and consumers’ increasing health awareness are encouraging reformulations, leading to a rising demand for sugar-reduced products, especially within the beverages, dairy and ice cream segments. The reduction of sugar in food products represents a major challenge for manufacturers, as not only technical product properties within the production process are affected, but above all taste, mouthfeel and texture. As a valuable partner with a high level of expertise in taste, Bell offers functional solutions to this problematic that not only positively influence the taste, mouthfeel and ultimately the texture of sugar-reduced products, but are also in line with consumers’ clean labelling expectations.