The Department of Health is preparing to revise the sweetness standards for brewed drinks in Thailand by promoting the concept "Normal Sweetness Equals 50% Sweetness." It has partnered with four major brands to drive this policy, set to launch on 11 Feb 2026, aiming to reduce the risk of non-communicable diseases (NCDs).
On 23 Jan 2026, Dr. Amphon Benjapolpitak, Director-General of the Department of Health, stated that creating a health-supportive environment is crucial. Therefore, the department is actively advancing the policy "Normal Sweetness Equals 50% Sweetness" through concrete steps, including organizing meetings to discuss implementation strategies.
They are also preparing to unveil new sweetness standards for brewed drinks in Thailand to guide national policy communication and implementation. On 15 Jan 2026, this meeting included Dr. Saipin Chotiwichian, Director of the Nutrition Division, representing the Department of Health, collaborating with four private companies that have agreed to participate in the initiative.
The companies involved are Bangchak Retail Co., Ltd. (Inthanin), PTT Oil and Retail Business Public Company Limited (Cafe Amazon), CP All Public Company Limited (All Cafe, Kadsan Bellini), and Black Canyon (Thailand) Co., Ltd. (Black Canyon). Also participating were the Thai Coffee Association, Intercoffee Corporation Co., Ltd., and relevant government agencies such as the Food and Drug Administration, Department of Disease Control, along with various internal units of the Department of Health including the Dental Public Health Division, Health Promotion Division, Health Literacy and Communication Promotion Division, and nutrition experts from the Nutrition Division.
Dr. Pakorn Tungkasereerak, Deputy Director-General of the Department of Health, said the discussions focused on building systematic cooperation among government, private sector, and civil society. They set strategic directions and goals to jointly drive sustainable new sweetness standards for brewed drinks in Thailand.
This initiative has received cooperation from numerous beverage brands that have expressed their commitment to support the policy alongside the Department of Health and related partners such as the Thai Coffee Association and other sectors. The sweetness standard adjustment does not eliminate sweetness but aims to recalibrate Thai consumers’ accustomed taste to a moderate level, maintaining flavor, allowing normal consumption without long-term health harm. It does not alter each brand's drink recipes but simply reduces the usual sweetness level by half, equivalent to the 50% sweetness formula already offered by these brands.
Dr. Saipin Chotiwichian, Director of the Nutrition Division, invited the public to be open-minded, try, and choose drinks with less sweetness for better health for themselves and their families. She also encouraged beverage operators nationwide to join the network supporting the new sweetness standards and be part of sustainable health improvements for Thai people.
The Department of Health and its partners plan to officially launch the "Normal Sweetness Equals 50% Sweetness" campaign on 11 Feb 2026, marking the start of a key national nutrition policy drive. The public is encouraged to follow updates and enjoy special promotions from participating drink brands. Normal sweetness is changing for the better health of all Thai people.