Picture courtesy of Amarin

The Department of Health is preparing to overhaul national sweetness standards for freshly prepared drinks, redefining “normal sweetness” as 50% of current levels to curb rising rates of non-communicable diseases (NCDs). The move is intended to reduce long-term healthcare costs and reshape consumer behaviour, with an official launch scheduled for 11 February 2026.

The policy was announced on 23 January 2026 by the Department of Health under the Ministry of Public Health as part of a proactive health economy strategy. Officials said excessive sugar consumption is a major driver of chronic illnesses such as diabetes and high blood pressure, which place sustained pressure on Thailand’s healthcare system and workforce productivity.

The initiative is being implemented through a public-private partnership model, with major beverage and retail operators agreeing to adopt a new reference point for sweetness levels nationwide. Participating companies include Bangchak Retail Co (Inthanin), PTT Oil and Retail Business Plc or OR (Café Amazon), CP All Plc (All Café), and Black Canyon (Thailand) Co.

Dr Amporn Benjapolpitak, Director-General of the Department of Health, said the policy aims to build a health ecosystem focused on reducing social costs linked to medical treatment. She confirmed the programme does not force brands to change their proprietary recipes but instead lowers the default sweetness option offered to consumers by half.

Officials explained that by shifting the default choice, the policy applies behavioural economics principles to encourage healthier consumption without restricting individual choice. Dr Pakorn Tungkaseree-raak said the participation of major chains with tens of thousands of outlets nationwide would allow health campaigns to achieve economies of scale and mass behavioural impact.

Regulatory bodies including the Food and Drug Administration and the Department of Disease Control are supporting the initiative by aligning data and regulations with the new sweetness benchmark. Authorities stressed that using 50% of existing sweetness formulas would not increase operational costs or reduce profit margins, while improving brand image through corporate social responsibility.

Dr Saipin Chotivichien, Director of the Nutrition Division, said the 11 February launch would mark a turning point in Thailand’s nutrition policy. Marketing activities and promotional campaigns will be rolled out during the transition period to encourage consumers to try the new standard.

In the long term, the Department of Health expects the policy to significantly reduce new cases of diabetes and hypertension. Officials said preventive investment of this kind is essential to sustaining the universal healthcare budget and supporting productivity under a wellbeing-focused economic model.

Key Takeaways

• Thailand will redefine “normal sweetness” in freshly prepared drinks as from February 2026.

• Major beverage and retail chains are participating through a public-private partnership.

• The policy targets reduced NCD rates without forcing recipe changes or raising costs.

  

Adapted by ASEAN Now from Amarin 2026-01-25

 

 

Considering the urgency of this problem, the progress of reform has been slow, even by a snail's standard.

Must be dozens of nasty food additives that are vastly more harmful than their usual whipping boys of salt and sugar

Many drinks are too sweet...even the red and green soda, the coffees and all other kind of drinks..and than there are sweets which are true sugar bombs...everything can contain I think 50% less sugar

1 hour ago, redwood1 said:

Must be dozens of nasty food additives that are vastly more harmful than their usual whipping boys of salt and sugar

So let's do nothing, is that what you are saying? Sugar isn't an easy target as many farmers cultivate sugar.

4 hours ago, JimHuaHin said:

Considering the urgency of this problem, the progress of reform has been slow, even by a snail's standard.

It's a late start but late is still better than never, more public health education is needed too. Take a long time to get the public taste to accept less sugar.

2 hours ago, cooked said:

So let's do nothing, is that what you are saying? Sugar isn't an easy target as many farmers cultivate sugar.

And fill our lungs with their burning...

Ban high-fructose corn syrup. Everywhere.

In Mexico the Coca-Cola does not have the stuff, still uses sugar.

What about salt and MSG?
Not going to happen. We wouldn't want to upset Mr Mama

15 minutes ago, anchadian said:

What about salt and MSG?
Not going to happen. We wouldn't want to upset Mr Mama

Nasty food additive like MSG,

Aspartame, Potassium Bromate, etc. Get a free pass 100% of the time.....

Never so much as a peep or squeak about the very long list of borderline carcinogenic or worse food additives that are in Loads of food......

.

Only Salt and Sugar, endlessly, which are for the most part harmless...

Does this mean there will be more low carb beer on offer in Thailand? 🙂

Note they only mention "freshly prepared drinks". So for drinks in a can or a bottle it's business as usual.

The level of sweetness is a matter of choice by the consumer. A better strategy would be to conduct a campaign to educate consumers about the health risks of excess sugar consumption.

On 1/25/2026 at 12:11 PM, saintdomingo said:

It's a late start but late is still better than never, more public health education is needed too. Take a long time to get the public taste to accept less sugar.

I have seen a chubby kid with his parents in a restaurant ladle sugar onto his spaghetti bolognese ffs!!!

Last year I read an article online from a study completed by one of Thailand's universities. It said the WHO recommends no more than 6 teaspoons of sugar a day, but in Thailand, the average is 24.

On 1/24/2026 at 11:30 PM, anchadian said:

What about salt and MSG?
Not going to happen. We wouldn't want to upset Mr Mama

Snapped this in an Indonesia supermarket, sent it out to friends with the question ". . . and how many brands of MSG does your local market have?"

On 1/25/2026 at 7:06 AM, Georgealbert said:

Officials said excessive sugar consumption is a major driver of chronic illnesses such as diabetes

Common sense at last - but I bet the Mitrphol Group will be unhappy!

I don’t see this type of legislation being successful. As soon as a consumer realizes that the sugar in their drink has reduced, they will simply order a drink with more sugar next time. And it won’t apply to the myriad of outlets that exist outside of the chain stores mentioned.

I’m glad that a health issue has been identified and seemingly the health authorities want to do something about it, but education, education, education is the way to go. People have to WANT less sugar and then they will order drinks with less sugar.

On 1/25/2026 at 7:44 AM, JimHuaHin said:

Considering the urgency of this problem, the progress of reform has been slow, even by a snail's standard.

They are probably up against a (big brown envelope) lobby from the powerful Thai sugar industry.

On 1/25/2026 at 2:30 PM, anchadian said:

What about salt and MSG?
Not going to happen. We wouldn't want to upset Mr Mama

There are various health risks associated with salt and sugar consumption.
I am not aware of any illnesses associated with the consumption of MSG.

However, it is excessive consumption of sugar and salt that pose health risks.

One thing that could be done is for Thailand to lower import duties on sweeteners, or start producing and selling its own at an affordable price, so that hotels and restaurants are incentivated to bring zero-calorie sweeteners on the table.

Also what infuriates me in Thailand is to see lots of employees in the breakfast hall doing nothing but stand there, while their job should be get busy pressing oranges in the kitchen. In Brazil's hotels you hear the noise of the orange juice machine from the breakfast kitchen: guests there would riot if the hotel served sugar-laced industrial fruit "juice" from a plastic jerrican like in Thailand.

Start with the instant coffee/creamer/sugar combos. They’re literally coffee flavored sugar.

"redefining “normal sweetness” as 50% of current levels," so, just how have they determined "current" levels, this doesn't make any sense.

If I sold a drink and usually put in 5 teaspoons of sugar, I would simply make a sign saying normal level is 10 teaspoons..there, law is satisfied...5 teaspoons 50% less ... magic

Ok, I know now thais are far to "honest" to cheat the system.../s

7 hours ago, vincent13 said:

The level of sweetness is a matter of choice by the consumer. A better strategy would be to conduct a campaign to educate consumers about the health risks of excess sugar consumption.

I reckon a two pronged approach would be better. Education plus legislation.

The problem is kids today, and their parents, are faced with a myriad of junk food everywhere they go- on TV, in convenience stores, 7-11, for example, is truly full of unhealthy 'food'.

All that stuff should be banned but it won't of course because of the vast financial clout of the CP group and other big business groups.

The same controls should also apply to food. I don't know how many take away meals I've had to bin because they've been laced with sugar. Almost like eating a dessert. I always ask the wife to stress "No sugar" when she buys mine, but a lot of the time it's already been added.