The newly formed campaign group Action on Sugar is pressuring manufacturers to reduce the amount of sugar in their products by 30% in the next four years by reducing portion size. However, Barry Callebaut thinks sugar reduction should be accomplished like salt reduction, through reformulation and replacing sugar with fibers in chocolate. While the price would increase, so would fiber consumption while lowering calories since fiber has fewer calories than sugar. "It has a positive health impact," said Marijke De Brower, innovation manager for Barry Callebaut. "Fibers have some functional benefits versus sugar."