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Krumbled Foods CEO Keira Rumble is lobbying the Food Standards ANZ to tighten up sugar reporting in food packaging and labelling

December 18, 2020 Lifestyle News No Comments

Keira Rumble, CEO of Krumbled Foods, is calling on the Food Standards Australia New Zealand for more transparency when it comes to sugars in food packaging and labelling.

The World Health Organisation (WHO) recommends we should limit our added sugar intake to just six teaspoons per day, but the average Australian consumes between 14-16 teaspoons of added sugars a day.

“Many sugars are hidden, and food packaging and labelling can be confusing – less sugar doesn’t necessarily mean a low amount of sugar,” says Ms Rumble.

“If a product label says 25 per cent less sugar, it doesn’t actually mean there is a small amount of sugar in it. It just means that it’s less sugar than another sugar-loaded product.

“Beauty Bites only has 2.8 grams of sugar per serve. It’s time to change the packaging and labelling so that everyone knows exactly what they are eating.”

Keira became accidentally addicted to sugar after a skiing accident in 2006 when she shattered her shins and broke both arms while training at the age of 15.

It crushed her Olympic dreams and sparked the beginning of a five-year sugar addiction she developed as a coping mechanism.

Told by her doctors she faced becoming diabetic if she didn’t make urgent changes, Keira started exercising and making what she thought were healthier food choices before realising the main culprits – her favourite pre and post exercise protein balls were the – contained the equivalent of two cinnamon doughnuts’ worth of sugar.

As a result, she saw a gap in the market – and Beauty Bites, which were then Australia’s first edible collagen bars were born.

Collagen is linked to a myriad of health benefits including reduced wrinkles, stronger bones, brighter skin and smoother movement of joints, and the bars are loaded with skin-improving collagen, vitamin C and E, prebiotics and probiotics.

Beauty Bites come in six delicious flavours – salted caramel, white chocolate raspberry, choc cherry coconut, triple choc chip brownie, lemon coconut and apple cinnamon.

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