Going low: Low-GI sugar firm rides high with launch in new markets on back of Malaysian success
By Pearly Neo
- Last updated on
Singapore healthier sugar firm Nutrition Innovation rode on consumer demand for healthier, less-refined products, especially post-COVID-19, to launch in several new markets as well as push a new commercial sugar variety earlier this year.
Along with Malaysian partner Central Sugars Refinery (CSR), Nutrition Innovation’s low-GI sugar marketed under the brand Better Brown has seen massive success in Malaysia, capturing 33% of the local brown sugar market.
Better Brown is a healthier, non-refined version of cane sugar produced using Nutrition Innovation technology to retain antioxidants and release energy into the body more slowly to prevent weight gain, obesity and corresponding health issues.
Its processing retains natural molasses and caramels, making it 10% sweeter than regular brown sugar but with more aroma and flavour, and as such consumers are also generally advised to use 10% less of this sugar, said Nutrition Innovation CEO Matthew Godfrey.
“Better Brown has managed to capture 33% or one-third of the local brown sugar segment in modern trade (hypermarkets, supermarkets) by offering a healthier version of crystalline raw sugar that is priced comparably to regular sugar – 1kg of Better Brown is RM3.80 (US$0.91), whereas regular sugar is around RM3.00 (US$0.72) per kg,” he told FoodNavigator-Asia.
“This is also due to current consumer demands for healthier, less-refined, lower-GI alternatives, especially during the COVID-19 pandemic outbreak where a lot of people were eating at home and doing home baking too."