Would having your products certified by us help you differentiate the quality of your products in the market?
Can I help you promote your low sugar products and tell people about the certification you have obtained as SugarWise approved?
Could working with us on new products expedite the introduction of new products?
Leverage Global Interest in Sugar
SugarWise is the only scheme focussed on sugar, in the context of enormous international interest. You’ll be able to leverage the global interest in sugar to attract more customers who love you and want to buy from you.
Certification is a huge opportunity in distinguishing your products, improving their appeal and increasing sales.
In 2012 when market research firm Mintel asked consumers which ingredients or foods they were trying to avoid, sugar and added sugar topped the list by a wide margin. Certification is an ideal way to be associated with the single biggest market trend in consumer food and drink selection.
- Certification demonstrates your commitment to clear labelling. Sugar comes under many names, and people have an interest in avoiding free sugars to follow the latest public health guidelines as well as for personal choice. “Free sugars” in accordance with the definition of the world health organization, include honey and fruit juice, and other natural sources of sugar. All free sugars have a significant impact on blood sugar but it is not obvious if a product has free sugars. Certification contributes to clearer labelling.
- There is a specific demand for products without added sugars. This has been demonstrated in market research from 2012 and is also recognized by the FDA, who, due to this are considering adding “added sugars” in labelling.
- According to Cargill (2014) the top 3 food trends for 2015 were:
- “Clear Label” facilitating more informed choices
- “Good Fats, Good Carbs” specifically sugar reduction coupled with an emphasis on healthy fats
- “More in Store for Protein”, a boom in protein enriched products.
The SugarSmart scheme taps into these trends, especially clear label and sugar reduction.
- By certifying you are making a strong positive statement about your products. The certification statement is intended to grow a market, emphasizing and distinguishing certified products on the shelf.
- The traffic light system does not differentiate between intrinsic and added sugars. For consumers wishing to minimize their sugar intake added sugar is a specific category that it is popular to avoid. Further the traffic light system and nutrition facts panel does not give any indication as to the level of free sugars in a product, essential to following public health guidelines. Many products without added sugar are high in free sugars.
- While you cannot control the sugar that exists inside the cellular structure of a food or drink item, adding sugars is unhelpful when a person wishes to minimize sugar intake, especially when other options now exist to improve flavour. For example, in cold chicken, many brands add sugar. The traffic light system will still show the sugars are low, but certification enables a customer to very quickly select the item that they can feel safe with, that both definitely has no added sugar and is low in free sugars too. Some, while happy to obtain added sugar from say, their favourite desserts, are unhappy to source it from their chicken! Certification enables them to make that decision quickly.
- By certifying your products you are making a strong positive statement about them. Certification differentiates products clearly.
WHAT YOU GET
- Certification gives your brand positive associations as pioneers in health and wellness
- Sugar is receiving a lot of publicity and your products will benefit from this
- Give confidence to consumers that your certified products are free of added sugar and low in free sugars, and within WHO and other nutritional guidelines for percentage of calories from added and free sugars
Criteria for certification are:
- No more than 5% of the calories in food from free sugars (as defined by the World Health Organization).
- For beverages, no more than 2.5g of free sugars per 100ml (but in this case more than 5% of the calories may come from free sugars).
- In both cases the food or drink must also have no added sugar (i.e., be able to carry the “no added sugar” claim).
You provide, for each product you’d like to certify:
- Formulation of the product under confidentiality for any free sugars relevant ingredients (we do not require the whole formulation)
- Any change in formulation must be reported to SugarSmart for recalculation of free sugars and qualification reassessment.
What we do is:
- Check the “free sugars” content for the “free sugars” and added sugars declaration
- Calculate calories contribution from free sugars
- The free sugars content is also be double checked against the formulation
- If certification cannot be awarded, we further advise
- If 5% or fewer of the calories in the product come from free sugars, and there is no added sugar, certification is awarded