PASADENA, Calif., June 27, 2017 /PRNewswire/ -- On Wednesday
28th June the launch of the new sugar label Sugarwise in
Europe will be announced with the
support of MEPs, WHO and EC Representatives.
Sugarwise will be the only mark certifying foods that are low in
added sugars – 'simple' sugars that are broken down quickly by the
body and can wreak havoc on our health.
One of the most significant breakthroughs in the fight against
the effects of added sugars to date, the newly discovered Sugarwise
test enables scientists to differentiate between a product's total
sugar content and added sugar content for the first time.
The test was developed by worried mum Rend Platings in
collaboration with scientists from the Universities of Cambridge and Caltech, such as sugar and
carbohydrates expert, Dr. Tom
Simmons from England; and
Sugarwise's Chief Scientist Vinicius
Ferreira based at Caltech.
Rend Platings, Sugarwise Founder, said: "I was shocked to hear
my daughter could live a shorter life than me. It's not that we
don't know about the dangers of sugar, we do; the problem relates
to our lack of access to lower sugar choices, especially in
manufactured foods. One way to deal with that is to avoid processed
foods completely and only eat real food, but that takes the
pressure off the industry – we all need to work together –
proponents of real food and of better manufactured food, proponents
of health. Our approach is to hold the manufactured food and
drink industry to account by highlighting healthier lower sugar
options through the use of the Sugarwise logo.
I am hoping Sugarwise will become established in the same way
other labels have – successfully driving up demand and availability
of products in their categories. We would all benefit if the same
was the case for low added sugar products."
Vinicius Ferreira, Sugarwise
Chief Scientist said: "An overwhelming majority of Europeans far
exceed their added sugar target on a daily basis. Obesity levels
are soaring and sugar related illness is rising rapidly. We have
developed the Sugarwise test and certification to let people take
control. It is about helping people make simple and informed
choices. If Sugarwise encourages the food industry to address added
sugar content the benefits could be huge."
Announcing the launch Luke
Fernandes, Sugarwise Representative to the EU said:
"Today we are excited to announce that, with the support of Alex
Mayer MEP, Charles Tannock MEP, Keith Taylor MEP, and Christel
Schaldemose MEP, we are launching the sugar label across the
European Union. Whenever people see the label they will know
that the product it appears on is guaranteed to be low in any of
the sugars or sweeteners they need to worry about. The label is
called Sugarwise.
"Our official pan-European launch has been made possible because
of a large grant from our Founding sponsor SweetLeaf. Today we are
here with Nessa Childers MEP to discuss ways we can promote sugar
free lifestyles. The Sugarwise label is references WHO guidelines
that state that no more than 5% of a person's daily energy intake
should come from these harmful free sugars, and representing WHO
here today is Leen Meulenbergs.
"Today's launch of this marque at the heart of the EU
institutions represents our determination to provide the consumer
with informed choice across the entire European continent."
Alex Mayer, MEP added:
"Sugarwise, is going from strength to strength in their quest to
become the 'kite mark' for low-sugar food and drinks. Having
visited their HQ in Cambridge, now
I'm delighted to help launch the sugar label right across
Europe. We know that unless we act
decisively, the obesity crisis will overwhelm health systems across
Europe. The Sugarwise label is a
fantastic way for shoppers to make an informed choice about the
amount of sugar in food they are buying."
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SOURCE Sugarwise