Tesco are going to 'pull' Ribena, Capri-Sun and Rubicon from their shelves and the media would have us believe the Internet is in a frenzy:
'I don't have bloody kids. I buy Ribena for ME' snarks one commenter.
'But I like Rubicon and Tesco is right next door to where I work!' bemoans another.
'NANNY STATE!" bleats a third (quickly corrected by a resident pedant, who points out that Tesco doesn't run the country, or at least not officially).
What is largely lost in the furore of poor reporting – in part because Tesco have made the announcement in a paywalled trade paper rather than, say, through their own corporate news feed – is that the news is (shock! surprise!) being overstated. It applies strictly to the 'Children's Juice' category drinks, which appears to mean the lunchbox-sized multi-pack cartons.
Let's not lose sight of the fact that one small 200ml carton of Ribena contains a whopping 20g of sugar ('Hey Mum! I can climb walls!')
Frankly, well done Tesco…
…for making a largely meaningless gesture that is generating a huge PR storm (although remember, all publicity is good publicity if you didn't have to pay for it) and at least – potentially – signalling to the food industry that perhaps they should consider what they put in their products, when the government won't.
But let's not lose sight of the other facts: Tesco will still be selling Coke (because no kids pester to have that in their lunch box) and you can still grab full-sugar Ribena in the large, take-me-home-and-make-up-a-litre size bottles so you can enjoy that wall-bouncing in the dizzying comfort of your own home. They'll also still be adding sugar to a surprising amount of own-brand food, from roast chicken to tv dinners.
But that Ribena lunch box ban is going to make a whopping difference, right?