Sugar group gives seal of approval

Perfectly Clear has become the first flavoured water brand to gain accreditation from low and no sugar campaign group Sugarwise.

Bottles of Perfectly Clear now bear the Sugarwise logo, a symbol produced by the organisation to aid customers in identifying low and no sugar brands.
The accreditation follows a survey conducted by Perfectly Clear parent firm Clearly Drinks which found 80% of respondents were concerned about sugar content in drinks.
The survey was based on a sample of 1000 UK consumers aged 18-40.
Maurice Newton, commercial director at Clearly Drinks, said flavoured water has seen year-on-year growth, “over the past few years”, which he reckons is “likely a result of consumers shunning sugar-laden carbonates”.
“The backlash against unhealthy products resulted in decline of several food and drink categories in 2016, with sugar-laden drinks suffering as a result,” said Newton.
Perfectly Clear’s Sugarwise accreditation follows on from its “No S**** Science” Television campaign, launched in February 2016.
The campaign featured an anti-sugar ‘scientist’ and promoted the brand under the tagline Zero Sugar: Genius Taste.”