Asthe obesity debate continues to capture the nations attention, a new campaign MakingSense of Sugar, has been launched to help inform and educate people aboutsugar, the role it can play as part of a healthy balanced diet, and to helppeople to make better informed choices about what they consume.
Basedon robust science and facts, the long-term campaign, says British Sugar parentcompany, AB Sugar, will provide information about sugar in a way which issimple, straightforward and informative. Additionally, it will address themyths around sugar and obesity and help people better understand the linkbetween the energy (calories) they consume versus the energy (calories) theyexpend.
Thecampaign kicks-off with the launch of the www.makingsenseofsugar.comwebsite. It is packed with the latest facts and stats, clarifying some of theconfusion behind sugars, says the company. The website debunks myths, providestips on healthy eating and staying active, as well as helping consumers learnabout the different types of sugars and how they are used, through to simpleguidance on how to identify sugars within foodstuffs.
Aspart of the campaign, AB Sugar has also commissioned an independent report inpartnership with 2020Health, exploring potential policy solutions to thecurrent obesity epidemic.
MarkCarr, CEO of AB Sugar, commented: This campaign forms part of a long-term,sustained investment from AB Sugar and, as a responsible business, reflects ourcommitment to help tackle the UKs obesity challenge.
Obesityis a complex issue that has no single cause. Current scientific consensuspoints to the over-consumption of calories in all its forms and ourincreasingly sedentary lifestyles, rather than obesity being a result of asingle ingredient, such as sugar. In fact, as obesity rates continue to risetotal sugars in the diet have actually fallen by almost 12% per capita in thepast decade.
Webelieve that there is an important job to be done to help empower consumers tomake informed choices and to balance their overall calorie intake and diet.Tackling the obesity epidemic requires collaborative action and we arecommitted to playing our part.
SharonFisher, Communications Manager of AB Sugar, commented: Weve launched MakingSense of Sugar to inform and educate people about sugar. Our research has foundthat there is much confusion around health and obesity, especially where sugaris concerned.
Withthis campaign, we want to provide factual and helpful information, where peoplewho may be confused or simply want to learn more about sugar can do so and weencourage anyone with an interest in sugar to visit the website and follow uson Twitter to get the latest campaign news and updates.