By TNT Bureau
Jan 21, 2016: You can now monitor sugar intake of your kids with Sugar Smart. It is a sugar tracking app that has been developed by Public Health England or PHE following the shocking discovery that kids aged between 4 to 10 years eat around 22 kg of sugar each year which is equivalent to the weight of a 5 year old kid.
The Sugar smart campaign
This campaign comes along with other initiatives taken by PHE. These include anti-smoking campaign and Dry January. The Sugar smart campaign has been assigned the highest budget amongst them all and that is £5m.
It is aimed towards reminding parents to choose healthier foods for their kids. And this is done by communicating the sugar content of daily drinks and food items.The campaign is all set to start on TV, outdoor and digital.
The main focus of the campaign is indeed the mobile app that allows parents to scan the barcodes of varied food items to disclose the quantity of sugar in grams and cubes. This is PHE?s first ever move to start off a campaign along with a health app.
Smart Sugar app has the ability to scan over 75000 food and drink products, according to information given by George Institute for Global Health and Mysupermarket.co.uk.
The constant partnership between MySupermarket.co.uk and PHE reflects that we will get to view shout outs the moment some product containing high sugar comes up during online shopping, thus encouraging us to pick out healthier foods.
A number of companies are supporting the Smart sugar campaign. The companies include Morrisons, Tesco, Co-operative, Asda and Aldi.
Some additional news
The Sugar smart campaign acts in accordance with PHE’s debatable sugar tax report of October which supported 10-20% on particular food products that were said to be high in sugar content. The suggestion isn’t accepted with huge brands such as Pepsi and Coca-cola.
Contrasting to the campaign of 2015, Coca-Cola is not involved with this Sugar smart campaign. It was in this scenario that Sheila Mitchell the marketing director of PHE said that it made supplementary sense for sellers to come on board with the campaign this year due to the upcoming obesity report.
She was of the opinion that one and all are waiting for the obesity strategy to be introduced which will soon come out. It is easier for the retailers to get behind promotional action for us.
She also pointed out that few FMCG brands were a part of PHE’s digital product vouchers proposal such as Weetabix.
PHE is giving out 5m Sugar Smart packs to primary school children. Also,a national road show will tour 25 UK locations from 18 January 2016.
Jamelia the TV presenter is supporting the campaign and will soon be seen in a succession of Sugar Smart films.Change4Life has come up with a short film cautioning parents on what happens when their kids consume a whole lot of sugar and fall prey to a number of diseases.