Exhibiting at International Food & Drink Event (IFE) 2025

Sugarwise is a UK-based certification authority and not-for-profit organization dedicated to promoting and validating low-sugar and sugar-free food and beverage products. Headquartered in Cambridge, United Kingdom, Sugarwise plays a pivotal role in the global fight against excessive sugar consumption by offering transparent, science-based certification standards that help consumers make informed dietary choices and assist manufacturers in substantiating health claims.

Core Business and Services

Founded in response to rising concerns over sugar-related health issues, Sugarwise developed the world’s first certification system specifically focused on sugar content and its impact. The organization certifies products based on internationally recognized guidelines from the World Health Organization (WHO), focusing on free sugars—those most strongly linked to health concerns such as obesity, diabetes, and tooth decay.

Sugarwise provides certification across multiple categories:

• Free From Sugar Certification
• Low Sugar Certification
• No Added Sugar Certification
• Reduced Sugar Certification
• Low Calorie Certification
• Calorie-Free Certification
• Reduced Carb Certification

These certifications are backed by rigorous analytical testing to ensure compliance with WHO-recommended limits on free sugars and other health-related metrics.

Unique Selling Proposition

Sugarwise is the only international authority offering standardized sugar-related food certification based on free sugar analysis, giving it a unique position in the regulatory and consumer advocacy space. Their certifications:

• Empower consumers to choose healthier options quickly
• Help retailers and manufacturers meet growing demand for low-sugar products
• Provide a consistent, science-backed metric across global markets

The organization’s seal is increasingly recognized by consumers and food producers alike as a mark of health consciousness and product integrity.

Market Position & Influence

Sugarwise operates globally but maintains its primary influence within European and North American food markets. It serves:

• Food and beverage manufacturers seeking third-party validation
• Retail chains curating health-conscious product lines
• Policy advocates promoting lower sugar consumption in public health frameworks

Sugarwise has been a prominent voice in international health discussions, including partnerships with the UK Parliament, WHO, and food policy think tanks.

Financials & Growth Trajectory

As a not-for-profit entity, Sugarwise reinvests its revenues into awareness campaigns, partnerships, and scientific research. While specific revenue data is not publicly disclosed, the growth of sugar-free product certifications globally indicates a rising trend:

• According to Mintel, the low/no/reduced sugar claims grew by 32% globally over a 5-year span.
• Sugarwise-certified products are found across several UK retailers and in select international markets, evidencing a steady expansion of its certification footprint.

Global Reach & Impact

Sugarwise’s certifications have appeared on thousands of SKUs globally, spanning categories such as snacks, beverages, condiments, and more. It collaborates with both large multinational companies and small health-focused startups, including:

• Global food brands expanding their health product lines
• Regional organic producers promoting clean-label items
• Retailers with dedicated “Free From” aisles

The organization also participates in international trade shows and forums, further promoting the importance of sugar reduction and clean labeling.

Certifications and Standards

All certifications issued by Sugarwise comply with:

• World Health Organization (WHO) sugar consumption guidelines
• UK Food Standards Agency recommendations
• European Food Safety Authority (EFSA) benchmarks for calorie and sugar content

Sugarwise utilizes independent laboratory testing to verify manufacturer claims, ensuring full transparency and credibility.

Consumer Awareness & Advocacy

Sugarwise is not only a certifying body but also an advocate for health literacy. The organization has:

• Launched educational campaigns to help the public understand the difference between total sugar, added sugar, and free sugars
• Partnered with schools and councils to improve the nutritional quality of food in public institutions
• Engaged with UK Members of Parliament to support sugar-reduction policies in national legislation

Media Presence & Recognition

Sugarwise has received coverage from major media outlets, including:

• BBC
• The Guardian
• FoodNavigator
• The Grocer

Its founder and spokespersons are frequently invited to speak at industry events and health forums, further establishing the organization’s thought leadership in nutritional reform.

Achievements

• Developed the world’s first free sugars analytical test in collaboration with Cambridge University researchers
• Partnered with major UK retailers such as Sainsbury’s and Tesco to promote certified low-sugar products
• Played an instrumental role in shaping UK government policies on sugar taxation and product labeling

Sugarwise continues to lead the global conversation on sugar reduction, championing the shift toward healthier consumption habits through evidence-based certification, education, and advocacy.