Tate & Lyle’s 30% Less Challenge encourages UAE residents to reduce sugar and calories this Dubai Fitness Challenge

Tate & Lyle, a leading global provider in food and beverage ingredients, launched a new challenge this month - the 30% Less Challenge - to encourage consumers to reduce their sugar and calorie intake, to complement the 30 minutes of exercise they are doing every day for the Dubai Fitness Challenge.

The renowned Dubai Fitness Challenge runs from 29 October - 27 November 2022, with residents being called to participate in 30 minutes of activity every day, for 30 days, aiming to create a fitness-focused mindset. This year, Tate & Lyle is encouraging participants to consider their diet as part of their healthy lifestyle aspirations throughout Dubai 30X30 and beyond.

Research suggests that the average adult consumes more than three times the recommended amount of sugar per day, with a reduction of sugar intake aiding to reduce the risk of health issues such as heart disease and type-2 diabetes. The challenge is for those looking to be more mindful of sugar and calorie consumption to reduce their daily intake by 30 per cent depending on current levels, which can be substituted with plant-based sweeteners with zero calories and do not raise blood sugar the way that sugar does.

Dominique Floch, General Manager - Middle East, Africa, and Turkey at Tate & Lyle, commented: “Given Tate & Lyle’s commitment to helping our customers make healthier and tastier food and beverages and offer solutions to consumers, it felt fitting for us to focus on food and beverage consumption as part of a balanced lifestyle during the Dubai Fitness Challenge.

“We want to help the community better understand our work with manufacturers across the UAE and the wider Middle East region to push for and create reduced sugar and calorie products whilst also empowering them to actively reduce or substitute sugar as part of their 30-day efforts, to boost further a healthy living mindset that will serve them in the long run.”

Tate & Lyle also unveiled a reduced sugar recipe for the UAE’s favourite drink - Karak Tea, at the Gulfood Manufacturing Show (8-10 November). The innovative recipe uses a 100% natural plant-based Stevia solution to achieve the same taste and level of sweetness as original high-sugar recipes, so Karak lovers can enjoy a cup without compromising on flavour.

Khaled Khatib, Ph.D., Head of Application and Technical Support - Middle East, Africa, and Turkey at Tate & Lyle, added: “When we work with a product as well-known as Karak, we have to ensure the flavour is just right while achieving the right target of 30% reduction in sugar. Luckily, at Tate & Lyle, we love a technical challenge! We’re excited to hear what people think of it. We are always on the lookout for new challenges, so we can’t wait to meet manufacturers looking for sugar and calorie reduction solutions in the region.”

To learn more about the ingredients and solutions Tate & Lyle creates, visit the stand at the Gulfood Manufacturing Show - E6-28 of Sheikh Rashid Hall 6, Dubai World Trade Centre, or visit: https://www.tateandlyle.com