The Food and Grocery Council is disputing calls for a crack down on sugary products.
Consumer New Zealand wants the government to back a rule change that would make it mandatory for food and drink with added sugar to be labelled.
But Food and Grocery Council CEO, Katherine Rich said it would only burden manufactures.
She said sugar is already accurately labelled on package foods so it's actually a matter of Kiwis cutting back on their total intake.
"There's no difference between sugar naturally found in food and that which is added by manufacturers. The body metabolises sugar from soft drinks the same way it does sugar from orange juice."
Rich said a rule change would only burden manufacturers.
"Often the added sugar amount changes because fruit will have different sugar levels over a season. Some manufacturers might have to change their labels every week."