Industry campaign to give sugar an image makeover

Lot of myths going round about hazard of its consumption with out scientific foundation: Meals Secretary.

Messages downplaying the well being affect of sugar might quickly begin making their approach into your social media feeds because the sugar business has launched a mass consciousness marketing campaign “to counter the myths and misconceptions” swirling round their product. Launching the Indian Sugar Mills Affiliation’s new client web site meetha.org on Wednesday, Meals Secretary Sudhanshu Pandey famous that home sugar consumption has remained stagnant over the previous few years at 19 kg, decrease than the worldwide common of 23.5 kg. With manufacturing persevering with to develop, stagnant consumption has led to a glut in surplus inventory, leading to sugar mills unable to pay cane farmers their full dues. “There are plenty of myths going round in regards to the hazard of sugar consumption with out scientific foundation. This misinformation multiplies quicker than the reality. It is very important current scientific data so that individuals could make knowledgeable selections,” stated Mr. Pandey, suggesting that the business discover new merchandise like packaged sugarcane juice.At a coverage degree, the business foyer has already been profitable in pressuring the Meals Security and Requirements Authority to drop its proposal for “visitors mild labelling” to warn customers about meals with excessive sugar, salt and fats content material.“The FSSAI wished to make use of crimson labelling when greater than 10% of energy in a meals merchandise got here from sugar. We urged them to print vitamin knowledge relatively than use this type of visitors mild labelling. We consider the FSSAI has given up that venture,” stated ISMA director common Abinash Verma.FSSAI spokesperson Ruchika Sharma confirmed that the company was now not contemplating the color coded system. “We had plenty of detrimental suggestions from the business. So now we’re contemplating utilizing symbols or icons as a substitute of the visitors mild system. The brand new labelling system is more likely to be rolled out subsequent yr,” she instructed The Hindu.Aside from the brand new web site, the marketing campaign has already focused Fb and Linkedin, and can quickly unfold to WhatsApp as effectively, stated Mr. Verma. “There may be completely no scientific proof or any analysis paper which establishes that consumption of sugar in itself results in any specific illness, even like diabetes or dental cavities,” he stated. “Do you know that one teaspoon of sugar comprises simply 15 energy? After all, like all meals merchandise, sugar have to be eaten sparsely.”The marketing campaign has roped in a panel of docs and cooks to present sugar a picture makeover, highlighting its significance in conventional delicacies, taking part in up the risks of synthetic sweeteners, emphasising the purity of refined sugar and blaming an absence of train as the principle trigger for weight problems relatively than sugar.

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