.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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