Fury over report
A Local Government Association report that has made national headline news today may claims that PomeGreat juice drinks contain high levels of sugar.
According to PomeGreat company boss Adam Pritchard, this may have been the death knell for a small British firm attempting to solve Britain’s growing diabetes crisis. He said that the report, which claims that his juice drinks contain high levels of sugar is entirely false. The damage to his brand and to the reputation of his business could be fatal, he claims.
PomeGreat removed all sugar from its juice drink range twelve months ago and has replaced it with Pinitol, a natural fruit extract that helps to manage glycaemic levels in the blood. The move has been endorsed by the Independent Diabetes Trust. PomeGreat has been battling for five years with European bureaucrats to get approval for on-pack descriptions of the health benefits of Pinitol but these attempts have been thwarted.
Responding to the report, Adam Pritchard said:
“This report is like a General turning his guns on his own troops in the thick of battle.
We’re a small UK business using an ingredient that costs two and half times as much as sugar because we’re committed to health. The effect of this misguided report, which they didn’t have the courtesy of showing us before they issued it, could be devastating.
Whilst I applaud the aims of the Local Government Association in raising the issue of sugar in drinks, their claims about my brand are a nonsense. I have been battling against European bureaucrats for five years to get the natural fruit extract in my drink approved. My drinks do not contain raw sugar as the Local Government Association wrongly claim. The fruit extract in our drinks enables consumers to manage their glycaemic index. I have partnered with the Independent Diabetes Trust on the development of this formulation. The negative publicity that this report will generate for my brand will be a further blow to a struggling small British business trying to take on the sugar-enriched giants in the industry. I am trying to prevent a rise in type 2 diabetes. The Local Government Association are picking the wrong enemy.”