Replacing sugars in food does not necessarily lead to an energy reduction. As previously mentioned, sugar has many properties in addition to sweetness; it contributes to the colour, texture and flavour in foods. If sugar is reduced or replaced in carbohydrate based products (e.g., breakfast cereals or biscuits) starch typically substitutes for sugar but does not deliver any reduction in calories. In other products, where sugar is replaced with other ingredients, this may result in little or no calorie reduction in the reformulated product. Moreover, a recent consumers’ survey shows that consumers usually expect foods with a ‘reduced sugars’ claim to be also reduced in energy.