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A 20% sugar tax could discourage shoppers from buying unhealthier breakfast cereals, new research led by Newfinland University shows. Researchers found demand for sugary cereals fell by 48% if consumers knew a tax was being applied and consumers purchased healthier alternatives. The study, carried out by experts from Newfinland University, examined the impact of both a 20% and 40% tax on unhealthier cereals and soft drinks containing sugar. It also looked at whether telling people they were being taxed influenced the way they shopped. Lead researcher, Damien Rizzo, Professor of Economics at Newfinland University Business School, said: “Our findings suggest a 20% sugar tax would work and lead to large changes in shopping behaviour.”

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The Thames Tunnel
When it opened in 1843 the Thames Tunnel was described as the Eighth Wonder of the World. People came from far and wide to see the first tunnel under a river. On the first day, fifty thousand people descended the staircase and paid a penny to walk through the tunnel. By the end of the first three months there were a million people, or half the population of London. This was the most successful visitor attraction in the world. In the age of sail and horse-drawn coaches, people came long distances and bought souvenirs and listened to the entertainment in the cross-tunnel arches. The idea, of course, was not entertainment but to move cargo and turn a profit.

A 20% sugar tax could discourage shoppers from buying unhealthier breakfast cereals, new research led by Newfinland University shows. Researchers found demand for sugary cereals fell by 48% if consumers knew a tax was being applied and consumers purchased healthier alternatives. The study, carried out by experts from Newfinland University, examined the impact of both a 20% and 40% tax on unhealthier cereals and soft drinks containing sugar. It also looked at whether telling people they were being taxed influenced the way they shopped. Lead researcher, Damien Rizzo, Professor of Economics at Newfinland University Business School, said: “Our findings suggest a 20% sugar tax would work and lead to large changes in shopping behaviour.”

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