.co.nzminus5

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too much Sugar and it’s killing us

ABOUTthe revolution...

.co.nzminus5

ABOUT

Our StoryAt 35 years of age, and in what most people would consider ‘reasonable shape’ an annual doctors check should be an uneventful affair, one would hope. But after receiving a letter from your doctor saying ‘everything looks good, except this’, with the attached cholesterol report, largely consumed with highlighted numbers, panic sets in.

After researching the topic, one culprit kept appearing, SUGAR.

Going from having a total cholesterol level well in excess of the recommended, to reducing that level to considerably under what the professionals consider healthy in the space of two months, although relieving, raised concern that this could be largely due to one substance, became very alarming.

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ABOUT

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The deeper we looked the more concerning it became. Sugar is everywhere and in significant quantities. Its killing us, making our children sick, rotting their teeth, causing obesity, Cancer, diabetes, heart disease, metabolic syndrome, high cholesterol… the list goes on. And most disturbing of all, is that it’s completely unnecessary.

We don’t expect everyone to cut it out completely, and you don’t have to. What we do want, is for everyone, and their children to be aware of just how dangerous elevated levels of sugar in your diet are, and demand through selecting Minus 5 products, that manufactures also acknowledge this, encouraging them to either remove it, or re-formulate their products to contain a responsible level of sugar.

The World Health Organisation has recently released a report recommending ‘a reduction of the intake of free sugars to below 5%’ – timely, don’t you think?

Look out for products with the Minus 5 logo, put them in your trolley, and live a longer, healthier life - we promise!

Minus 5 was born

ABOUT

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What does it mean?

Exactly what it says. Every product with the Minus 5 logo has 5 grams or less of sugar per 100 grams, or 5 grams or less per 100 ml for drinks.

It couldn’t be simpler

Every product with the Minus 5 logo has had its sugar content independently certified, ensuring products comply with the simple but strict criteria.

The Minus 5 label does not include any products containing natural or artificial sweeteners. Here at Minus 5 we feel the science around sweeteners is

still inconclusive, many of them are proving to have similar effects on the body as sugar, so at this stage, they are out.

Alcohol is out. Although we enjoy a glass of wine with our low sugar dinner, it, like sugar, can potentially be harmful, and for that reason you won’t see a Minus 5 logo on any alcoholic product.

Remember we are all about reducing the sugar, we expect you will use common sense when it comes to selecting products based on their overall nutritional value.

The Minus 5 logo makes selecting products low in sugar easy! Do everything you can for yourself and your family to avoid the onset of countless sugar related diseases and health issues.

ABOUT

MARKET INFOProducts containing various levels of sugar now fill between 70% and 80% of our supermarket shelves. The market is saturated in the stuff, and people are starting to take notice.

The media are also on the bandwagon, hardly a week goes by without another article condemning sugar and warning of the various detrimental effects on our health. This exposure is leading to people shopping smarter, and the products containing the high levels of sugar are sitting on the shelves for longer.

Some manufactures to their credit are starting to adapt, it is becoming obvious that this is not a fad that will pass, the science is sound, and the side effects serious. Proactive manufacturers that have moved toward either reformulating, or developing new product lines to meet the expectations of the consumer are reaping the rewards.

We are here to encourage all food manufactures to sit up and take notice, make the necessary changes, feel good about what they are producing, and prosper.

The consumer simply doesn’t understand, and is overwhelmed by all the different nutrient claims and logos they are exposed to while shopping, with most feeling they are being mislead. Existing well-known logos, and even the new government 5 star health rating system are being treated with suspicion as consumers find products with a high star rating containing large quantities of sugar. Worse still, one logo synonymous with people’s perception of a healthy product doesn’t even consider its sugar content. It’s too confusing, and we are going to fix it.

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up to 80%of supermarket shelves are filled with products containing various levels of sugar

.co.nzminus5

Minus 5 LimitedPO Box 2665, Wakatipu 9349Queenstown, NZ

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FOOD INDUSTRYjoin the revolution...

.co.nzminus5

FOOD INDUSTRY

BenefitsIn a recent Mintel survey a large majority of consumers (71%) believed that the food and drink industry should do more to reduce the sugar in their products with three quarters thinking that food and drink companies should make it easier to understand how much is in their products.

This is your chance as a food manufacturer to capture this market.

Do away with all the confusing claims and logos that the consumer has become oblivious to and start fresh, with uncluttered packaging, displaying the information people want to see, the Minus 5 logo.

We want to see people reduce their sugar intake and the only way we see this happening is to support and promote the companies producing products low in sugar. And this is where becoming a certified Minus 5 trademark holder becomes a no brainer.

Nielsen have identified ‘low’ or ‘no sugar’ as the two ‘good for you’ food segments that will get products noticed by consumers and generate the strongest sales.

We are tipping a pile of cash into marketing, meaning you don’t have to. You concentrate on producing your Minus 5 products and we’ll get them in peoples shopping trolleys.

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71%of consumers believed that the industry should reduce sugar in products

3/4of consumers think that it should be easy to understand product information

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FOOD INDUSTRY

How it worksWe charge you an annual fee for the use of our certified trademark based on either the products projected yearly revenue or by negotiation. You then include the trademark on the front of your products packaging as per our brand guidelines, simple.

To make sure you get to see the full benefits of having our logo on your products there is a minimum obligation of 1 year and a maximum of 3 depending on what is going to work best for you.

Once your products are on the shelf with our certified trademark on them, you can start reaping the rewards of our extensive marketing and you won’t get that from any other food label.

Our intention is to essentially do your products marketing for you, we want you to prosper, recognise the value in our logo and continue to use it for years to come. We acknowledge it works both ways and that is why it is so important to us, to help you sell as much of your Minus 5 product as we can.

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FOOD INDUSTRY

MARKETING

Our intention is to make everyone aware of the Minus 5 Trademark and what it stands for, and with our comprehensive marketing it’s certainly going to be hard to miss. We have partnered with a number of media agency’s throughout New Zealand, and as part of our commitment to manufactures we have a dedicated a significant level of media spend to showcase products, promoting those products, and in turn educating the consumer.

Just a few Benefits of becoming a Minus 5 certified Trademark holder:

Instant Minus 5 brand recognition - showcasing your product within the already label saturated POP outlets

The addition of the Minus 5 Trademark to leverage further promotion

Enhance your brand within a demographic not currently reached

Sugar awareness - be ahead of your competitors

Use the Minus 5 Trade Mark to educate your customers about your brand

Your product is healthier than your competitors - make it known

Be the first to market with the Minus 5 Trademark

Co-branding throughout domestic New Zealand media

Nationwide outdoor media campaign

Opportunity of an exclusivity period if first to market

Digital display placements - demographic targeting

Social Media awareness

FOOD INDUSTRY

JOIN THE REVOLUTIONGet a certified trademark

We want you on board, if you are looking at applying you presumably have or are developing a low sugar product, and that’s a great thing.

The demand from the public to make products with a low sugar content is huge, by including the Minus 5 certified trade mark on your product you will be taking full advantage of this.

It’s easy to apply, simply email us at apply@minus5.co.nz once we have received your email we will send out an application form and the certified trademark rules. Simply complete the form, read the certified trademark rules sign them both and either email or post them back to us.

If you have any questions or would like to discuss how it works further please email us at the above address or give us a call 0800 MINUS 5.

Don’t forget to include in your email details of the product you are looking at doing the application for, your name and position in the company.

Also be sure to visit our web site to check out the health professionals/partners and progressive food products that are already signed up as well as check out all the informative articles and videos that are constantly being updated.

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“ We want to make things simple and so they should be.”

Be the first to market with the Minus 5 Trademark

Co-branding throughout domestic New Zealand media

Nationwide outdoor media campaign

Opportunity of an exclusivity period if first to market

Digital display placements - demographic targeting

Social Media awareness

.co.nzminus5

Minus 5 LimitedPO Box 2665, Wakatipu 9349Queenstown, NZ

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