The food industry disguises sugar in our food under names like dextrose, fructose, honey, and maple syrup. The cereal brand Holie is launching an initiative to inform consumers about these hidden sugars. Through their awareness campaign, available online, in book form, and in public spaces, Holie aims to help the Netherlands recognize added sugars and thereby improve health.
On average, Dutch people consume 20 kilos of added sugars annually, contributing to overweight and type 2 diabetes. Half of the population struggles with overweight, leading to healthcare costs exceeding 79 billion euros per year. According to the Diabetes Fund, there are more than fifty aliases for sugar, making many people unaware of their sugar intake.
Today, the cereal brand Holie is introducing the “Sugar ABC”. This alphabet includes all aliases for added sugars and can be found in public spaces, on suikerabc.nl, and in book form. In collaboration with nutrition experts and the dietitian of the Diabetes Fund, Holie will promote the alphabet on social media in the coming weeks. The goal is for everyone in the Netherlands to learn to recognize hidden sugars in products like breakfast cereals.
Valentijn van Santvoort, Chief Brand at Holie, states: “With Holie’s Sugar ABC, we want to teach everyone in a playful way to recognize hidden sugars. This is an important step towards a more aware and healthier Netherlands.”
Neeke Smit, dietitian at the Diabetes Fund, advises: “To identify sugar, look for words ending in -ose, like dextrose, or -stroop and -syrup. Check the labels of your favorite products and discover which unnecessary sugars have been added.”
Source: Holie Foods
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