Northern Ireland's Free'ist to carry Sugarwise marque

Free'ist, the Northern Ireland-based specialist in 'free-from' foods, is the first snack company in Ireland to join Sugarwise, the organisation that promotes low sugar products.

The company, which is based in Belfast, has developed a portfolio of sugar-free/no added sugar snacks, will now use the Sugarwise Kitemark certification in its packaging.

Announcing the support for Sugarwise, Gerard McAdorey, the founder and managing director of Free'ist, says: "The decision to join Sugarwise is a further demonstration of our commitment to products which are free from sugar. Our products were rigorously tested to ensure they met the Sugarwise requirements for certification.

"This means that consumers can be assured that our products are fully certified as sugar free/low in sugar.

"The Sugarwise marque makes it easy for consumers to identify healthier food choices and encourages the widespread availability of lower-sugar options. Our business focus is on developing a range of great tasting products for consumers concerned about reducing their sugar intake and obesity.

"We plan to continue to expand our existing portfolio which includes sugar-free chocolate, cookies, tea biscuits, wafers, jams, marshmallows and popcorn.

"There's a growing interest in free-from foods among retailers in the UK, Ireland and further afield especially the Middle East and Spain, where many of our products are now readily available," he adds.

The Sugarwise standard has been developed with the help of Cambridge University and Caltech scientists and is in line with World Health Organisation guidelines on sugar. The standards include ensuring free sugars in foods are calculated and expressed as a percentage of total energy intake, and that they are at or below the five per cent level to qualify for the Sugarwise marque, or that the total sugars in foods or drinks are low.

Sugarwise founder, Rend Platings, who is based in Cambridge, says: "It's amazing that Free'ist is offering a whole range of no added sugar flavoured popcorns, not to mention chocolates, cookies, wafers, marshmallows, jams and tea biscuits.

"Most people wouldn't even believe it were possible, but they taste exactly the same! The Sugarwise logo is a great way for these amazing products to get itself noticed on shelf, and we are delighted that Free'ist have joined us in our mission.

"Sugarwise began when I realised just how difficult it was to find food for my daughter which was low in sugar. Not only were these kind of products not widespread in supermarkets, but even when I did find them, it was complicated and time-consuming to verify if they were low in the kinds of sugar we should avoid."

"Snack foods and confectionary are categories in which it is particularly important highlight alternatives with no-added sugar. Many adults and children consume large amounts of sugar when snacking without properly realising it, starting their days with sugary jams and snacking on chocolates. Popcorn should be a healthy snack, but typically flavoured popcorns are loaded with sugar."