What is SugarWise certification and what ingredients does it cover?

1. Why SugarWise matters and what the logo promises to shoppers

SugarWise presents itself as a consumer-facing verification mark that simplifies complex nutrition information into a clear pass/fail assessment for free sugar content, aiming to increase availability of lower-free-sugar options and influence purchasing decisions. The organization references WHO guidance on limiting free sugars and applies numeric thresholds—5 g/100 g for food, 2.5 g/100 ml for drinks—so products that meet these thresholds can carry SugarWise claims like “low sugar,” “no added sugar,” or a sugar-free badge, depending on additional class rules ^{[1] [3]}. Independent research cited by the organization and summaries in industry coverage suggest significant consumer responsiveness to such claims, with SugarWise using that consumer interest to justify its international expansion and to encourage reformulation by manufacturers ^[3]. The scheme also emphasizes third-party verification—ingredient audits and testing—to back logos, which distinguishes it from self‑declared on-pack claims ^[2].

2. What the certification actually tests and which ingredients are in scope

SugarWise focuses specifically on free sugars, defined operationally to include monosaccharides and disaccharides added to foods and beverages plus sugars naturally present in honey, syrups, fruit juices, and fruit juice concentrates—ingredients that WHO guidance treats as free sugars. The certification process looks at label declarations, requests exact ingredient compositions from manufacturers, and can require laboratory testing to verify both added and free sugar content before awarding certification ^{[1] [2]}. Certification classes impose additional rules—such as a “low sugar” claim sometimes requiring 30% less sugar than a reference product or limits on percentage of calories from free sugars—which means SugarWise assesses both absolute amounts and relative reductions depending on the claim sought ^{[6] [5]}. The scheme also maintains a list of excluded ingredients and product types—trans-fats, added nicotine, and products over certain alcohol levels—meaning certification is as much about what’s absent as what’s present ^[5].

3. Global reach, timelines and who enforces the rules

SugarWise was founded mid‑2010s and positions itself as an international certification authority, reporting hundreds of certified products across dozens of countries and offering services in the EU, UK, US, Canada, Australia and beyond; the organization issues certificates typically within a month or offers an express option for faster turnaround ^{[3] [2]}. The enforcement mechanism is administrative: certification depends on manufacturer cooperation with document and lab submission, periodic audits, and ongoing compliance according to the scheme’s standards; noncompliance can lead to withdrawal of the mark. Because the program is a private standard rather than government regulation, its authority rests on brand recognition, third‑party verification, and voluntary uptake by manufacturers rather than statutory enforcement by food safety agencies ^{[2] [6]}.

4. Where descriptions diverge and where to watch for nuance

Public summaries and the scheme’s own materials largely agree on core thresholds and focus on free sugars, but sources differ in how they articulate claim classes and additional rules: some summaries highlight a simple numerical threshold for “low sugar,” while procedural documents reference percentage reductions versus reference products and calorie‑based limits—this matters for manufacturers and consumers interpreting labels ^{[6] [5]}. There is also variation across country-specific applications of standards, with the scheme noting that criteria are reviewed and can be adapted to local regulatory frameworks and scientific guidance. Additionally, the organization’s advocacy work and campaigns—such as partnerships and public communications—could be read as promoting its market position, which is relevant when assessing messaging about consumer research and claimed impact ^{[1] [4]}.

5. Bottom line: what the certification covers and what it doesn’t

SugarWise certifies products against free-sugar thresholds and class-specific requirements—covering added sugars and sugar-containing ingredients like honey, syrups and fruit juices—backed by ingredient auditing and lab testing; it issues distinct badges for sugar-free, no added sugar, low sugar and reduced sugar claims and excludes products with certain additives or alcohol/nicotine profiles. The scheme is a voluntary, private verification standard with international reach and alignment to WHO guidance, but specifics of claim classes, exclusions and regional application can vary and should be checked on a per-product basis via SugarWise documentation and certificate listings ^{[1] [5] [3]}.