Newbury-based Pomegreat removes all refined sugars from its drinks range
PUBLISHED: 15:56 10 April 2015 | UPDATED: 15:56 10 April 2015
Newbury-based Pomegreat has removed all refined sugars from its drinks range, replacing them in its pomegranate juices with a fruit extract that has a low glycaemic index, It is the first juice brand to incorporate a natural active compound that suppresses potentially hazardous blood sugar spikes, a side-effect of consumption of many modern soft drinks.
Pomegreat has also signed a deal with the Independent Diabetes Trust, a leading UK diabetes prevention charity. The Berkshire juice manufacturer commissioned research by Omnibus over Christmas and the New Year which showed that people who over-indulged on sugary snacks and sweets were significantly more likely to argue with their families. High on a seasonal sugar spike, 25-34 year olds were the most likely to find themselves rowing with their family during the Christmas period.
Meanwhile, people who avoided sugar seemed to have a more peaceful Christmas, with 55% of people who consumed less sugar reporting that they argued less than usual, compared with just 15% of people who ate more sugary snacks. The link between the modern sugary diet and mood swings is not just a Christmas phenomenon. In a separate 2014 study, Researchers in Norway found a link between social isolation and drinks that are high in sugar. People experiencing isolation and loneliness drink more sugary drinks that those with close family and personal relationships.
Jenny Hirst, MBE, founder of the Independent Diabetes Trust, said: “Sugar in drinks is a ticking time bomb and we’re delighted to be partnering with a brand that is taking this issue seriously. Millions of people worldwide are at risk of developing type 2 diabetes because of the intrinsic risks associated with modern convenience diets. We look forward to working with PomeGreat and we hope that other juice and soft drink businesses will follow their important lead.”
PomeGreat’s Adam Pritchard says: “A great deal of research points to the importance of a sustainable approach to diet, and by removing sugars from our range and teaming up with the Independent Diabetes Trust we are doing our bit to help time-poor consumers get the health benefits associated with fruit juice consumption, without the widely reported downside.”
Pritchard was one of the founders of the business back in 2001 after tasting pomegranate juice offered by a street vendor in Peshawar. Turning this into a business involved becoming experts in both pomegranates and production methods to get the great taste. In December they signed a multi-million pound supply agreement with Omaid Bahir, whose Kabul-based factory will produce pomegranate concentrate for Pomegreat. This coincided with a London conference on how international businesses can support the Afghan economy.
Pritchard said: “I am delighted to be making this commitment at this pivotal time for Afghanistan. Pomegranates are ancient fruit with widely-documented health benefits. By placing this deal with Omaid Bahir I hope to contribute in turn to the health of the Afghan economy.”
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