Snack brand graze has teamed up with the University of Glasgow to launch #KnowAddedSugar, an educational campaign which aims to grow awareness of the amount of sugar added to snacks and to help shoppers to make more informed choices.

The scientifically verified digital resource reveals the estimated added sugar content contained within many of the UK’s most popular snacks, including graze’s.

Research by graze has revealed that fewer than 3% of British adults know the recommended daily limit (RDL) for total and added sugar consumption and over half are unaware of how much sugar they eat in a day.

graze has responded to this societal issue with a collaborative approach – in partnership with retailers to promote the campaign in store and online to help spread the education.

Trust and credibility lie at the heart of brand building. Reasons to believe – the information a brand uses to support its benefits – rest at the heart of this. Many successful brands realise that partnership can be very effective, particularly where these involve impartial experts such as academics and respected institutions.

 The results of such partnerships can be a win for everyone. The brand owner can be confident of their key messages and proposition, knowing they are supported by robust third-party research and data. The leading scientists and institutions have a unique and effective means of engaging individuals and influencing behaviour in a positive way. Meanwhile, the consumer, the ultimate beneficiary, is better informed and more empowered to make better choices. There are societal benefits here too, in healthier lives.

Great brand-builders take a broader category and world view of their businesses and how they contribute to the lives of individual consumers. They aggregate key data from multiple sources to support a meaningful proposition for the consumer, the category and the brand in a unique process. Here, we have a brand message – helping consumers better understand RDLs – that will both help the category (i.e. everyone) and drive performance.

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