121 Dietician teams up with Free’ist in Sugar-Swap Initiative
121 Dietician Gillian Killiner and Free'ist Marketing Co-Ordinator Steve McDonagh at launch of Sugar Swap Initiative
121 Dietician Gillian Killiner and Free'ist Marketing Co-Ordinator Steve McDonagh launching Sugar Swap Initiative
Belfast-based sugar-free foods company Free’ist has formed a partnership with dietician Gillian Killiner (121 Dietician) to encourage consumers to review their sugar intake as part of a week-long ‘Sugar Swap’ campaign, which will include in-store activity and a multi-channel marketing support programme across Ireland.
Free’ist will partner with Gillian Killiner to help drive awareness of its ‘Sugar Swap Week’ (28th May – 3rd June) which follows the recent introduction of the UK’s ‘Sugar Tax’ on fizzy drinks and an ongoing consumer interest in the impact of sugar on health.
Established in 2013 in response to the growing number of consumers seeking sugar free and no added sugar snack options, Free’ist supplies its range of chocolate bars, cookies, popcorn, jellies and marshmallows into many of the major retailers and health food stores across Ireland and the UK.
The Free’ist Sugar Swap Week will provide consumers with expert advice on smart ways to ‘swap’ sugary food and drink items for a wide range of sugar free and no added sugar alternatives. The aim of the initiative is to help consumers see the nutritional and health benefits that can come from a low-sugar diet.
Speaking about the partnership, Gillian Killiner, 121 Dietician, said:
“As a practicing Dietitian for over 20 years I have seen it all when it comes to foods, new products and health issues. The facts are that sadly our health is getting worse as more food choices become available. Sugar intake is affecting not only our waistlines, but driving tooth decay and nutritional deficiencies.
“Sugar Swap Week is an opportunity to encourage a better understanding of sugar intake and its impact on health. There are a number of simple alternatives to sugar-laden foods and I have developed some meal suggestions and realistic, practical tips to help anyone trying to tackle their sugar intake for the week.
“The desired outcome is that people will better understand the quantity of sugar they consume and consider if they should amend that moving forward.”
Gerard McAdorey, Managing Director, Free’ist commented:
“The government recommends that adults shouldn’t have more than 30g of sugar per day (seven sugar cubes) and we are currently consuming significantly more than that. We hope Sugar Swap Week will get the public thinking about the amount of sugar they consume and, through Gillian’s involvement, learn about ways to reduce this. We will have useful content on our website for those wishing to cut-down on sugar including a weekly low-sugar meal plan available for download and would encourage people to visit the page for guidance and support.”
The campaign follows research which revealed sugar consumption was an issue for consumers – with 92% of consumers saying that they were concerned about their sugar intake*. Furthermore, studies by Netmums and Sugarwise last year revealed that 80% of parents regularly search for low / no sugar products for their family, yet 30% of parents cannot find these products in-store**.
“We will support our Sugar Swap Week with an integrated marketing campaign, including radio advertising in NI and ROI, blogger engagement across Ireland, online giveaways and in-store sampling at retail level, to create consumer engagement in-store and ultimately drive sales for our retail partners.
“We have recruited a number of brand partners who will stage their own Sugar Swap Week activity, and our branded vehicle will be out visiting key sites sampling Free’ist product through the week, encouraging the public to get involved.”
For more information and further updates please visit www.freeist.co.uk and follow Free’ist on social media for further updates: Twitter – @freeistnas Facebook – @freeistnas Instagram – @freeist_sugar_free