The sweet smell of success was in the air for Cambridge-based Sugarwise, as their sugar "kite mark" was officially launched across Europe by Cambridgeshire MEP Alex Mayer on Wednesday 28th June in the European Parliament.
Sugarwise's lower-sugar certification scheme launched in the UK in March 2016 and already covers hundreds of products – including sweets, ice cream, chocolate bars, fruit snacks and artisan cakes.
The Sugarwise label follows World Health Organisation guidelines that state that no more than 5% of a person’s daily energy intake should come from free sugars.
Now the organisation wants to promote lower-sugar food and drink on a European scale and further help tackle the growing threat of obesity and diabetes.
Luke Fernandes, Sugarwise Representative to the EU said: "Today we are excited to announce that, with the support of Alex Mayer MEP, we are launching the sugar label across the EU. Whenever people see the label they know that a product is guaranteed to be low in any of the sugars or sweeteners they need to worry about."
Alex Mayer MEP said: "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."
Sugarwise will host an EU Sugar Summit on the 6th September to bring together high profile retailers, manufacturers to discuss ways of promoting the consumption of healthier food and drink.