13 November 2019
- Campaign provides access to objective scientific advice on the role sugar can play in the diet
- Part of AB Sugar’s ‘Global Mind, Local Champions’ sustainability framework and its commitment to developing thriving and healthy communities
- Commitment to reach over 25 million people around the world by 2030
AB Sugar today announced the global launch of the ‘Making Sense of Sugar’ campaign which aims to provide access to objective scientific advice on sugar and the role it can play in the diet.
Making Sense of Sugar was first launched as a UK campaign in 2014 and has now been expanded to have a global focus. Today, the campaign is launched in Malawi, with plans to roll it out in Zambia and Spain by the end of 2019, with other countries to follow in 2020.
Central to the campaign is the Making Sense of Sugar website - www.makingsenseofsugar.com - which provides information about sugar in a way which is simple, straightforward and informative. It addresses the myths around sugar, provides information on the different types of sugar, how they are used, as well as gives consumers guidance on how to read labels on foods and drinks.
The campaign forms part of AB Sugar’s ‘Global Mind, Local Champions’ sustainability framework which is made up of three broad pillars of sustainability: building rural communities, thriving and healthy communities and consuming resources responsibility. The thriving and healthy communities pillar includes the commitment to provide access to objective scientific advice on sugar, the diet and health to over 25 million people around the world by 2030. Commenting on the launch of the global campaign, Dr Mark Carr, CEO, AB Sugar:
“In 2018, we set ourselves a commitment to provide access to objective scientific advice on sugar, the diet and health to over 25 million people around the world by 2030. It’s an ambitious commitment but we believe to tackle the obesity, malnutrition and other dietary issues affecting countries where we are located requires such ambition, profile and investment.
“Despite the differing market environments in our operating countries, this campaign has the same objective - ensuring we are helping consumers, our colleagues and the communities where we operate to access robust information on the role sugar can play in the diet. We do this whilst also recognising the individual country’s differing economic and diverse nutritional needs”.
Malawi, through Illovo Sugar Malawi, is the first Southern Africa country to roll out the Making Sense of Sugar campaign as education plays a key part in supporting consumers in the country on food choices. This is within the context of specific challenges facing the country including diet staples, food security, rising non-communicable diseases rates. At the same time, malnutrition and micro-nutrient, including vitamin A, deficiency remains an issue for Malawians.
Dr Carr continued:
“I’m delighted that Making Sense of Sugar has launched in Malawi. We have a vital role to play in not only educating people in Malawi about our ingredient, but also in the continued support we provide in terms of vitamin A supplementation and screening, and via the 12 company-run clinics which focus on health promotion, preventative services and primary health care.
“I look forward to the campaign rolling out in further countries in the coming months.”
Through Making Sense of Sugar, AB Sugar is calling for workable solutions to solve a complex issue. In addition to educating the next generation on the importance of a balanced and varied diet, the business has also supported primary school teachers by working with the British Nutrition Foundation to provide online food training courses and food education kits. Through unrestricted educational grants, the campaign also continues to support research to help inform policy makers and shape future policy.
Notes to editors:
- Launched in the UK in 2014, to date our campaign has had over 2.5 million views.
- For more information on the Making Sense of Sugar campaign, visit: www.makingsenseofsugar.com or follow us on Twitter @senseofsugar
- AB Sugar is a group of businesses that is part of Associated British Foods pl (ABF), the international ingredients and retail group. Operating across 24 plants in 10 countries and employing around 32,000 people.