PLEASE OBSERVE EMBARGO TO FRIDAY 9TH SEPTEMBER
Newly invented Sugarwise test identifies added sugar in food
US Launch: Friday 9th September
The groundbreaking technology developed by Sugarwise to measure added sugar in foods is going to begin use in the US from Friday 9th September. Following on from the new FDA guidelines on food labelling, the technology is the only way of independently measuring the added sugar in foods without requiring recipe information from manufacturers. The Sugarwise certification program uses this test to award a kitemark to those products low in added sugar helping people to quickly identify them in order to control their added sugar intake. It has been hailed as one of the most important breakthroughs in our fight against the negative health effects associated with high sugar intake. Chief Scientist, Vinicius Ferreira, from Caltech developed the method working with Cambridge University Scientists.
Today major health campaigners and Sugarwise will announce their intentions to collaborate at this event in Palo Alto. On Friday the test becomes available to manufacturers in the US.
Sugarwise, which was the first UK company to move its headquarters to the US following the Brexit vote has been warmly received by American health campaigners.
On Friday 9th September leading scientists will give details of the new system that offers consumers a means for identifying foods low in added sugars for the first time.
Vinicius Ferreira, Sugarwise Chief Scientist said: “An overwhelming majority of the American population far exceeds their added sugar target on a daily basis. Obesity levels are soaring and sugar related illness is rising rapidly. We have developed the test and certification to help people take control of their sugar intake. If Sugarwise encourages the food industry to address added sugar content the knock on effect could be huge.”
Vinicius Ferreira, Caltech scientist: "We have to start drawing a distinction between added sugars and overall sugars, because added sugar content, rather than the total sugar content currently displayed in nutritional labels, is the critical measure of the quality of a food's nutritional profile. Foods high in added sugar are almost universally deficient in other nutrients and fibre, and when the population starts getting a large proportion of their daily calories from foods high in added sugar, they fail to meet their daily requirements for nutrients and fiber.
Moreover, foods high in added sugar are typically digested faster and lead to more frequent feelings of hunger. To get the most 'nutritional bang for your buck' Sugarwise promotes consumption of foods low in free sugars, and, to cut through the noise and misinformation regarding sugars, my scientific colleagues and I have developed a new 'Sugarwise' standard to evaluate foods. Foods that meet our criteria will carry our Sugarwise brand, which will enable consumers to easily and quickly identify products that are truly 'Sugarwise'"
Rend Platings, Sugarwise Founder, said: “I was shocked to hear my daughter’s generation may live a shorter life than their parents. It’s not that we don’t know about the dangers of sugar, we do; the problem relates to our lack of access to healthier choices. I am hoping that Sugarwise will have the potential to change things in the same way Fairtrade and Organic labels have – both have successfully driven up demand and availability of products in their categories. We would all benefit if the same was the case for low added sugar products.”
Dr Tom Simmons, University of Cambridge: "Added sugars are accompanied by less fibre and other nutrients that can be found in the whole food. Therefore, they are less likely to suppress appetite and consequently people who consume a diet high in free sugars are more likely to consume too many calories and gain weight. We still have to be aware of salt, fat and total sugars but added sugars are the big food issue of our time. They are arguably the most important issue where there is the largest potential to positively impact health by changing the added sugars profiles of our foods, especially if these changes can be made in the manufacturing process. "
PRESS DAY INFORMATION
10.00 – 11.00am San Francisco
Meet Sugarwise Founders
Meet Vinicius Ferreira, Caltech inventor of Sugarwise test and Chief Scientist, founder and Mother Rend Platings
Media Invitation/Launch – announcing first brands to achieve the kite mark, Caltech scientist explains new invention for working out how much sugar has been added, mother gives background to the new accreditation and real food activist Fiona address questions on the processed food of the future. Limited places, please email email@example.com to register
NEW SUGARWISE CERTIFICATION OFFERS THE ONLY WAY FOR CONSUMERS TO IDENTIFY LOW FREE SUGAR CONTENT IN FOOD
Vinicius Ferreira (Chief Scientist): +1 626 343 7673 Email: firstname.lastname@example.org
Rend Platings (CEO & Founder): +44 7472 086 692 Email: email@example.com
Sugarwise is the world's first certification for sugar claims in food and drink food and drink. The Sugarwise test is the only independent method for assessing added sugars in food and drink. Manufacturer supplied composition and recipe information does not need to be supplied to perform the independent assessment, that has the potential to enforce new sugar labelling regulations as well as reformulation targets on added sugar throughout the world, ensuring that all manufacturers comply and catching out those who do not. The kitemark positively highlights options low in added sugars. Sugarwise was the first company to relocate its headquarters out of the UK post Brexit, choosing the United States.
Rend Platings, CEO: 0044 7472-086-692 (firstname.lastname@example.org)
Vinicius Ferreira, Chief Scientist: 626-343-7673 (email@example.com)