One of the major technological changes in food products over the last decade has been the development of “lite” food and drinks. These products have become regular items of purchase and acceptance in UK diet. The principal areas of growth in the “lite” market have been in sugar‐free drinks and low fat foods. Whilst market growth has been stimulated by increased consumer awareness of diet and nutrition, consumers are being influenced by the image message associated with such products rather than a strict health message. Harmonisation of European food law after 1992, especially in respect of sweeteners, offers potential opportunities for further growth in “lite” markets. Fat replacers are likely to provide an area of future interest as long as concerns about the mass marketing of synthetic foods do not dampen the market.
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