NEW DELHI: With growing concern over mid to high sugar content in packaged foods and beverages, firms such as Coca-Cola Kellogg and PepsiCo are moving to slashing sugar levels not only in western markets but also in India.Officials at these firms said moving to sugar-free or low-sugar food and drinks was top priority and that they have applied for necessary licenses and permissions to food regulator Food Safety and Standards Authority of India ( FSSAI ) for the same.Coca-Cola has Diet Zero and Coke Zero in its portfolio in India, while PepsiCo and Kellogg are working on plans to introduce low-sugar or healthier variants.Measures such as launching small packs to limit portion sizes are also being accelerated, officials said.The firms follow a voluntary code of conduct about not directly advertising to children below 12 years of age.The UK government is already considering sugar tax on the beverage industry, following which Coca-Cola and PepsiCo have said earlier this week that they will reduce sugar consumption by a fifth by limiting marketing to children under 16 years of age and introducing low-sugar products.