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Consumption of sugar sweetened beverages (SSBs) in Indonesia continues to rise, potentially causing the public to exceed safe daily sugar intake limits. In fact, excess sugar from beverages can increase the risk of various noncommunicable diseases such as obesity and diabetes.

This issue was highlighted by Dr Zuraidah Nasution, a lecturer in the Department of Community Nutrition at the Faculty of Medicine and Nutrition (FKGiz) at IPB University, during the IPB Podcast on the IPB TV YouTube channel.

“The recommended daily sugar intake limit is approximately 10 percent of daily energy needs. If the average energy requirement is 2.000 kilocalories, that amounts to about 50 grams of sugar, or the equivalent of four tablespoons,” she said.

Continuing to rise

Dr Zuraidah explained that various studies show that SSB consumption in Indonesia has risen sharply over the past two decades. In fact, Indonesia was once recorded as one of the countries with the highest consumption of sugar-sweetened beverages in the Asian region.

Data from the Ministry of Health shows that the average sugar consumed from sugar sweetened beverages alone can reach about 50 percent of the recommended daily limit.

“Just imagine, 50 percent of that comes from beverages alone. That doesn’t even include food or other processed products that also contain added sugar,” she said.

This situation, she noted, is exacerbated by the easy access to sugary drinks, ranging from packaged beverages to ready to drink options like sweet tea, boba, or trendy coffee drinks, which often do not clearly list their sugar content.

Healthy from an early age

According to Dr Zuraidah, the habit of consuming sugary drinks often forms during childhood and can carry over into adulthood. Therefore, parents play a crucial role in fostering healthier consumption habits.

She advises parents not to keep sugary drinks at home and to encourage children to read the nutritional information labels on packaging.

“Simply put, we can reduce the likelihood of children becoming dependent on sugary drinks. For example, by not stocking sugary drinks at home or encouraging children to choose beverages with lower sugar content,” she explained.

However, she emphasized that people shouldn’t completely avoid sugary drinks, but should manage their sugar intake wisely.

“It doesn’t mean we can’t have them at all, but we need to be in control. Limit the amount, keep track of your total daily sugar intake, and balance it with a healthy lifestyle, such as eating fruits and vegetables, engaging in physical activity, and getting enough rest,” she concluded.

Source: IPB University

The updated brand identity brings a fresh take on the healthy soda category and a commitment to products that help consumers find their inner magic.

Drink Happy Thoughts, a functional sparkling juice brand designed to support brain health and elevate mood, unveils a vibrant new brand identity. Building on the foundation laid by its predecessor, Illicit Elixirs, the transition to Happy Thoughts marks a strategic evolution, aligning the brand’s name directly with its core mission: helping consumers find their own happiness by feeling good.

The rebrand follows extensive market research and feedback from consumers, distributors, and retailers. While the name has changed, the commitment to high-quality, functional ingredients remains. Additionally, subtle tweaks to the formulation provide an enhanced flavour profile and formula to engage a more discerning consumer.

The shift to Happy Thoughts was a natural progression, as the phrase was previously a prominent tagline. The decision is bolstered by data from a recent survey of 250 functional drink consumers (aged 18-34), which revealed the name performed 37 % better in overall appeal than the previous moniker, driving a purchase intent of over 48 %.

Strategically designed for its core demographic of women aged 18–34, the new brand identity highlights three essential functional benefits: Focus, Brain Health, and Mood Boost. These results are delivered through a proprietary blend of amino acids, vitamins, and antioxidants – including Saffron, L-Theanine, and Ginseng. The collection features five effervescent, fruit-forward flavours, each packaged in a distinctively vibrant, colour-coded can.

The refreshed branding and cans roll out online and through regional partners in the US in February.