Combatting hidden sugar in our food

We REALLY care. We always have, always will. A huge part of our mission in shaking up the baked goods category is to help in the fight against hidden sugars in the foods we eat.

We all know that too much sugar is not good for us, and the obesity crisis is a real and dangerous issue we face as a society, yet to this day a lot of the large bakery brands still manufacture products with over 40% of your GDA for sugar in a single serving! We think this is CRAZY (bad crazy, not good crazy.)

So far we have saved 2,000kg of sugar from going into our products, compared to the average waffle of pancake available in the UK.

Hidden Sugars

We love adding delicious toppings to our pancakes and waffles, however we don't ever want to hide the contents from our customers. Too many products and companies are hiding sugars in their products with sometimes the seemingly healthiest products containing the most sugars; yoghurts, dried fruits and cereals. As a manufacturer of food we promise to always carefully consider the amount of sugar we put into our products, but also to translate this clearly to our customers to help in giving a better understanding of what and how much they are consuming.

One can of cola for example contains nine cubes of sugar – two cubes MORE than an adult’s maximum daily recommended intake. Yet because this product is readily available to buy, with no obvious information that the single bottle contains more sugar than your RDA, and often as part of meal-deals, it is easy to trust that because it is for sale, it should be fine.
It isn’t just the obvious fizzy drinks that contain huge amounts of sugar. Some of the most surprising things that contain a lot of sugars are fruit juice drinks and smoothies, often given to children in the thought that they are healthy – contributing to their five a day.

A 2018 study from the University of London and University of Liverpool showed that of the 203 children’s drinks found in major supermarkets, most would receive a red-coloured label for sugars per 200 ml serving.
These included around 85 juices or smoothies that contain at least 19 grams of sugars – that’s a whole day’s sugar allowance in just one drink.

We unfortunately cannot change this alone, as it requires an industry wide helping our consumers understand more about sugar and what goes into the products they’re eating, helping kids learn about nutrition and providing tasty options for the whole family to enjoy.


Some extra stats for the sugar buffs amongst you..

Promoted and valued: 1.2% of food advertising spend each year goes on veg, yet 22% is spent on confectionary, biscuits and ice cream.

Availability: A 6 month study at a hospital cafeteria showed that when they added more water bottle baskets near the till and in the fridge, their water bottle sales increased 25.8% and soda sales decreased 11.8%.

According to experts, UK children are consuming eight additional sugar cubes per day above the recommended amount. That’s a whopping 2,800 excess sugar cubes a year!

Another recent report from PHE’s 2019 Health Profile for England warned that four in ten children aged 11 will be overweight or obese in 2024.