Pemberton & Whitefoord Design ‘Sugarwise’ Kite Marque
London-based design consultants Pemberton & Whitefoord have produced what is being claimed to be the world’s first and only kite marque to identify the levels of sugar in food and drink products, called Sugarwise.
The marque, which features a sugar-loaded teaspoon silhouette, is the only symbol used to certify foods that are low in added ‘simple’ sugars. It signifies that scientists from Cambridge University and Caltech have independently evaluated the product.
Rend Platings started the operation in 2015 after learning the World Health Organization (WHO) significantly reduced the suggested sugar intake for adults from 10% of entire daily calorie intake to just 5% (around 6 teaspoons per day). For a child aged between 4-8 years old, it is just 3 teaspoons.
The first UK retailer to back the scheme was Tesco, whom P&W has been working with for 30 years. Following media attention in Britain, Sugarwise is now set to launch in Europe.
“The Sugarwise marque is a simple and effective way for shoppers, in both the UK and the EU, to make informed choices about the amount of sugar in food they are purchasing,” says P&W.
Pemberton & Whitefoord