Promoting healthier sugar

23 Jan 2020 / 13:58 H.

THE country’s leading manufacturer of quality sugar products, Central Sugars Refinery Sdn Bhd (CSR) started the new year with a bang by announcing the grand prize winner of its Better Brown Bonanza contest on Jan 18.

In the prize presentation ceremony held at Econsave Kampung Jawa, CSR CEO and managing director Datuk Hishammudin Hasan presented the Proton X70 SUV grand prize to Muhammad Falihin Jasmi.

The contest recognised families’ sweet experiences with CSR’s healthier sugar option, the Better Brown sugar, which has a Low Glycemic Index (GI). The campaign rewarded Malaysians who purchased two packets of the Better Brown sugar and shared their most creative “selfie” with their sugar packs via WhatsApp and stand the chances to win prizes worth over RM200,000.

In addition to announcing the grand prize winner, the top 10 best shortlisted for the grand prize were invited to participate in the “Better Brown Bonanza Shopping Sweep” that was held earlier, where participants were required to spend up to RM300 at the outlet under a minute.

According to Hishammudin, the contest marks a milestone for the company as it was the first sugar refinery to hold a nationwide contest for its customers, in an effort to educate Malaysians about the importance of consuming sugar responsibly. CSR is also actively reaching out to Malaysians to encourage them make the switch to CSR’s Better Brown sugar, a healthier sugar alternative to regular white sugar.

“We are so pleased with the results of the Better Brown Bonanza contest and are overwhelmed by the participation from the community sharing their creative submissions. We will continue to reach out to Malaysian consumers through various promotional channels such as contests like this to encourage them to switch from white sugar to the Better Brown sugar, in all their food and beverage preparations,” said Hishammudin.

A breakthrough in food technology, CSR’s Better Brown sugar is a result of the company’s continuous innovation. Through the low GI, the brown sugar is more slowly digested, absorbed and metabolized. This leads to a lower and slower rise in blood glucose, thus helping consumers to sustain energy longer and curb hunger cravings.

“Besides fulfilling customer needs, our goal is to create awareness about health issues and encourage consumers to consume sugar responsibly in order to enjoy a healthier lifestyle. This new Better Brown sugar by CSR has set a new benchmark for healthier sweetener options, that not only tastes great but is affordable to all,” he added.

CSR has been actively promoting its new Better Brown sugar not only in Malaysia but also internationally. This year, this new healthier sweetener option will also make its way overseas in countries such as Singapore and even the Middle East.

Apart from promotional activities, CSR has been ramping up its efforts in encouraging people to consume sugar responsibly and to adopt a healthy lifestyle, such as the company striking a partnership with the National Diabetes Institute (NADI), with a commitment to spread awareness of consuming sugar responsibly and fighting diabetes.

As part of the collaboration, the sugar manufacturer is supporting NADI’s “Promote Healthy Lifestyle, Fight Diabetes” programme that engages with rural and urban Malaysians and conducts various educational activities.

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