“Refined Sugar-Free” Claims: Why Food Product Developers Should Think Twice

In today’s clean-label and wellness-focused food world, the claim "refined sugar-free" is becoming increasingly popular among brands aiming to stand out. It sounds wholesome, health-forward, and marketable—especially when customers are increasingly avoiding ultra-processed ingredients.

But here’s the catch: “Refined sugar-free” isn’t what it seems. And if you're a food brand trying to build trust and scale, using this claim can put you in a regulatory gray zone—or worse, attract scrutiny from watchdogs and consumers alike.

Let’s break it down and find smarter, compliant alternatives.

What the FSANZ code Actually Says About Sugar Claims

In Australia and New Zealand, food labeling is governed by FSANZ (Food Standards Australia New Zealand). The FSANZ Food Standards Code regulates how you can talk about sugars, and only a few claims are formally defined (Schedule 4):

• "% Free" - The food meets the conditions for a nutrition content claim about low sugar.

• “Low sugar” – Allowed only if the product contains <5g/100g (solid) or <2.5g/100mL (liquid)

• “Reduced sugar” – Requires at least 25% less sugar than a reference product

• “No added sugar” – Means no sugars added during processing—including honey, rice syrup, coconut sugar, maple syrup, fruit concentrates maltodextrin etc. It’s also worth mentioning that some natural flavours use maltodextrin as a carrier, which means the product would not comply with a "no added sugar" claim, even if the sweetener itself isn’t obvious.

• “Unsweetened” – No added sugars, no intense sweeteners, and no polyols

These are regulated and enforceable.

But the popular phrase "refined sugar-free"?🚫 It’s not defined, not regulated, and potentially misleading.

The Problem with "Refined Sugar-Free"

At face value, "refined sugar-free" suggests the product doesn’t contain white sugar (sucrose) or cane sugar. But to regulators and savvy consumers, this phrasing creates confusion—especially when the product still contains:

• Honey

• Rice syrup

• Coconut sugar

• Maple syrup

• Date syrup

• Agave nectar

All of these are added sugars under FSANZ. That means even if they’re less processed, you can’t claim “no added sugar”—and saying “refined sugar-free” can imply otherwise.

What You Can Say Instead

If you’re using natural sweeteners like honey, rice syrup, or coconut sugar—and you want to market responsibly—here are more transparent claim alternatives:

• “Sweetened with honey and rice syrup” – Clear and honest

• “No refined cane sugar” – Makes a truthful distinction

• “Made without white sugar” – Factual and consumer-friendly

• “Naturally sweetened” – Acceptable if all ingredients meet natural labeling expectations

These alternatives respect consumer intelligence, regulatory boundaries, and help build brand credibility.

Why This Matters for Food Businesses

As a food consultant, I’ve worked with dozens of brands across Australia and New Zealand to help bring new products to life. And one of the most common pitfalls I see? Unintended non-compliance due to vague or trendy claims.

The solution isn’t to avoid marketing altogether—it’s to market smartly. Transparency, accuracy, and regulatory alignment will always win in the long run.

Need Help With Your Product Development?

Whether you're launching your first product or scaling an existing range, I help food businesses:

• Develop compliant, clean-label products

• Navigate FSANZ regulations with confidence

• Build brand stories that resonate—and convert

Let’s make your product a success—the right way.

Book a discovery meeting or email us today to get started.