Sugarwise is the international authority for sugar claims, with more than 500 products certified, that are shipping in over 70 countries across Europe, Australia, China, and the Middle East.
As well as manufactured product certification, Sugarwise also provides certification of ingredients, recipes, and catering companies.
Many organisations are not yet at the stage of having achieved the levels of sugar reduction they would like, and pledge toward improving their portfolio of products. Sugarwise offers an independent auditing service of those pledges.
The SUGARWISE marque is the trusted and recognised sign guaranteeing that any sugar related claims have been independently verified. The logo on food and drink manufactured products assures consumers that the product is low in any of the sugars or sweeteners people need to limit, referencing World Health Organisation (WHO) guidelines.
The SUGARWISE mark has undergone extensive market testing, with a particular focus on consumers who have never seen the logo before. As the logo is international, despite extensive media and product coverage many people will not have seen the logo on a global level, and understanding its impact on products in those markets is critical.
Of people who have never seen the logo before:
- 80% understand what it means and interpret its meaning correctly
- In those territories where it is unrecognised it is linked to an average 10% sales uplift when used in accordance to the brand guidelines
- It may be assumed that where there is no recognition there would be no uplift, however we have tested this theory and consistently found it to be incorrect. The logo is linked to an uplift when it is not recognised
As the only international certification body for sugar related claims, Sugarwise assesses the following claims: sugar free, low sugar, no added sugar, reduced sugar, reduced carb, low calorie and calorie free.
All certified products carrying one of the four sugar claims must be low in free sugars. This means they must have no more than 5g of free sugars in 100g if a food, and no more than 2.5g in 100ml of free sugars if a beverage.
In catering, SUGARWISE certification is linked to greater acceptance from buyers and an uplift in the number of contracts obtained. In food service it is linked to better customer loyalty, and increased sales of certified items.
SUGARWISE certification is available across all 28 member states of the European Union, Switzerland, Russia, Turkey, the United States, Mexico, Canada, Australia, New Zealand and the UK.
As well as operating the certification, Sugarwise advocates, educates and campaigns to increase the availability, visibility and demand for options low in free sugars, and brings stakeholders and members together in Sugar Summits held in the EU and UK Parliaments.
Consumers are becoming more and more interested in sugar and healthy eating globally. The SUGARWISE label enables manufacturers, retailers and food service to appeal to the growing number of sugar-conscious consumers, and communicate that your product or service is better from the perspective of free sugars.
- 53% of Europeans would be likely to consider switching from their current brand if a product bears a sugar reduced claim [1]
- 70% of European consumers believe the front of pack claims influences their purchase behavior [2]
- 24% of consumers would switch retailer to buy SUGARWISE certified food or drink [3]
[1] Eurostat, Overweight and obesity – BMI statistics
[2] Ingredion, 2013, Consumer Research by MMR Research Worldwide
[3] Research Engine, 2016, Tracking the SUGARWISE Marque: A Market Research Report for the Food and Drink Industry
The SUGARWISE logo on consumer products assists consumers to make healthier food choices, referencing World Health Organisation guidelines with respect to ‘free sugars’.
The SUGARWISE label guarantees a product is low in free sugars and “better for you” from a sugars perspective than a similar product would be.
Eating too much added sugar is linked to obesity, Type 2 diabetes, and heart disease. But, at the moment, it can be very difficult and expensive to stick to a low sugar or sugar-free diet.
We want to change that by making it easier to find and choose healthy options in store, as well as out of home.
We are also campaigning for government policy to address the health crisis and take measures to encourage a healthier lifestyle. For example, in Brussels we are pushing for tariff free movement of healthier food and drink post Brexit. Read more about our campaigns here