In the hope of preventing an increase in the consumption tax on their products, juice makers have presented a petition to the House of Representatives. With the upcoming change, about 26 cents ‘sugar tax’ would have to be paid for a liter of fruit juice. ‘It will become a very expensive juice in the store. It is a tax measure that is not done like this anywhere in Europe and that hurts us,” says Albert Schulp of Schulp Vruchtensappen.
The government will increase the tax from January 1, 2024 to encourage consumers to make healthier choices. For tax purposes, fruit juices are considered the same as other sugary drinks. But according to Schulp, this is not correct. ‘Fruit juice contains bioactive substances that are not found in energy drinks. Think of fiber, vitamins, minerals. We are not even allowed to remove the sugar, because then it is no longer pure juice.’
There is understanding for the action among several MPs. For example, VVD MP Silvio Erkens does not agree with the increase. ‘You are shocked by the fact that other countries actually exempt fruit juices from the sugar tax. They use it as a health measure so that people can live healthier lives. But in the Netherlands it is said that that would not be possible.’
English variant
Pieter Grinwis of the Christian Union also doesn’t like it and also wants the system to be reformed. ‘The current sugar tax we have in the Netherlands is a bullying measure. Then look at the English example, where they managed to reduce the sugar in soft drinks with a smart tax.’ In that system, the sugar tax is calculated based on the sugar content in food. The sugar tax varies per product, giving consumers a choice.
Also read | ‘British sugar tax much more effective’