Extend sugar tax to biscuits and cereals, says government adviser

A government health adviser has urged ministers to extend the new sugar tax to sweets, yoghurts, breakfast cereals and any foods containing dangerously large amounts of sugar.

Prof Ivo Vlaev, who works with the Cabinet Office’s “nudge” unit, told the Guardian: “I think the sugar tax does not cover enough ground. All products that contain unhealthy amounts of sugar should be taxed because people turn to substitutes.

“If we tax only sugary products that are currently popular, consumers will turn to less popular ones. Sugar is the problem, therefore logically all products with excess sugar should be subject to the sugar tax.”


Ivo Vlaev
Professor of Behavioural Science