CEO Hishammudin Hasan speaks to his vision for Malaysia, CSR and his partnership with Nutrition Innovation
Hishammudin Hasan, CEO of  Central Sugars Refinery (CSR)

Hishammudin Hasan, CEO of Central Sugars Refinery (CSR)

When Hishammudin Hasan was appointed CEO of Central Sugars Refinery (CSR), he made it his mission to shift the business from a ‘mill-refine-sell’ mindset to a fast-moving consumer goods (FMCG) mentality – fast, nimble and capable of introducing new products. “The first thing I did was tell everyone that if we do not change, we will become irrelevant,” Hishammudin tells The CEO Magazine.

CSR is one of the top sugar refineries in Malaysia. It produces 1,800 metric tonnes of sugar per day, with products including white and brown sugars for general use and industrial-grade sugars for food and beverage manufacturers.

When thinking of how to change the company’s business model, Hishammudin and his team first identified the major trends among consumers. At the top of the list was health and wellness. “The rate of health consciousness varies from one country to another but there is certainly a shift towards health and wellness in general,” he says. 

“In the sugar world, what we have at our disposal is the ability to produce brown sugar; a much better option in terms of wellness compared with white. So, there was a lot of communication we needed to do to convince people brown is better.”

From there, CSR decided to reduce the price of brown sugar. “If you look at the supermarkets, brown sugar and the so-called ‘better sugars’ are at a much higher price than white sugar,” Hishammudin explains. 

“So we said we’d make brown more affordable for the masses so that the hurdle for them to move over to brown becomes lower.” Since the introduction of a cheaper price, the brown sugar uptake has gained traction. “Our market share in the hypermarket and supermarket for brown sugar has risen very high,” he notes.

Hishammudin joined CSR in 2018 after many years spent in the FMCG sector. Originally from Singapore, Hishammudin says he was an active student who couldn’t keep quiet. 

“I speak up if I see something is wrong or I see an injustice done,” he says. “I was never afraid to engage in a debate with a teacher as well.” As a result, Hishammudin was enrolled in a debating society, participating in both English and Malay events. “I also played football for the school and I was a middle-distance runner. I was quite the all-rounder.”

Such an active character proved beneficial when Hishammudin began his career at Nestlé Singapore. He was quickly identified as a worker with high potential and given a position in Thailand. In 2004, he was sent to Malaysia – taking his family with him – and immediately fell in love with the country. 

“It’s very difficult not to fall in love with Malaysia,” he says. After 14 years at Nestlé, Hishammudin wanted to try something new. He joined multinational food and beverage company Mondelz to try an American style of business. However, after testing the waters, Hishammudin realised he was more suited to the European working culture.

“There is nothing wrong with the American way of doing things; it’s just not my style,” he says. “The European way of doing things is more steady and sustainable; they don’t sacrifice the long-term for short-term gain. Whereas in America, everything is done every quarter and you’re under tremendous pressure to deliver. 

It took me being in an American company to realise I’m more European in my style of working.”

Promptly, he joined Danone to go back to a European company who sent him to Jakarta to help “reorganise” things there. Hishammudin then found his way back to Kuala Lumpur and back to CSR which, to the untrained eye, may not have seemed like the best option. 

“To someone who might not be imaginative, it could be seen as a dead-end job,” he observes. “But what I saw was a company full of potential where the possibilities were endless.”

One of the latest products CSR has introduced is sugar with a low glycaemic index (GI). GI is a ranking of carbohydrates from zero to 100 according to how much they increase blood sugar levels after being consumed. In white sugar, Hishammudin says the GI is somewhere between 65 and 75. CSR found a company called Nutrition Innovation that had the technology to produce sugar with a rating below 55.

“We quickly reached out to Nutrition Innovation and said, ‘We’ll try this technology and we want an exclusive.’ They were very happy with our plan because no-one in the sugar industry was treating the sector like an FMCG, with branding and so on,” he explains. 

“Our team did a good job of showing them our plans and our seriousness. And so, Nutrition Innovation gladly gave it to us. We’re now the exclusive partners in Malaysia for low-glycaemic sugar.”

While the low-GI sugar was initially met with scepticism among retailers, Hishammudin says they’re now all asking for it. “If you look at our Facebook page, we get a lot of questions like, ‘Where can we get this sugar?’” he explains. 

“So we’re doubling our efforts to push the distribution and make it available everywhere in Malaysia. We focused on Kuala Lumpur first and we have more or less covered every supermarket and hypermarket. Now it’s time to fan out to the rest of Malaysia and make this sugar available in the general trade.”

The low-GI brand was launched in November 2018 and Hishammudin estimates that by the third quarter of 2019, CSR will produce around 3,000 tonnes a month.

Continuing with its mission to adapt to the health-consciousness trend, CSR partnered with the National Diabetes Institute of Malaysia to support its program of promoting a healthy lifestyle to help combat diabetes. 

“Sugar on its own does not cause obesity or diabetes – the lack of a healthy lifestyle can,” Hishammudin highlights. “CSR is our name but we also want to focus on CSR, as in corporate social responsibility.

We thought that, as a company that produces sugar, we want to educate consumers about a healthy lifestyle.” When it comes to leadership, Hishammudin values talent development. 

“A good leader focuses on producing more leaders. It’s not about producing followers.”

“A good leader focuses on producing more leaders. It’s not about producing followers,” he says. “I tend to spend a lot of time on people. I really believe in talent. When I was given the honour of captaining this bus, I went about getting the right people first.”

If there is one thing Hishammudin is proud of since he arrived, it’s the pace and mindset change he advocated for finally coming to fruition. “The best part is we’re still evolving,” he says. “And there’s some way to go. You can see the changes starting to happen in a relatively short period of time. 

“People have a mindset now that it is possible to be an FMCG company; it is possible to introduce new products, to communicate them and do what we want to do. Whereas before it was, ‘I don’t think so.’ The same thing happened with the pace. 

I always tell our team we need to move faster because we want to be an FMCG. And now we see people responding. With a good mindset and with a faster pace, you can do a lot of things in an organisation.”

Source: theCEOMagazine.com

Darcy Fray
Nutrition Innovation Named As One Of Singapore's Hottest Start-Ups
Nutrition Innovation Founder

In the eighth edition of Singapore Business Review’s Hottest Startups list, Nutrition Innovation has been named as one of Singapore's top 20 start-ups.

15. Nutrition Innovation

Founder(s): David Kannar
Funding: Nutrition Innovation clinched $6.78m (US$5m) series A funding led by food tech-related VC VisVires New Protein (VVNP). The funding round was also joined by commodity trading firm Enerfo and an undisclosed UK-based family office.
Start of operations: 2017

Nutrition Innovation is focused on sugar reduction, replacement, and innovation. The startup is working to find the alternative sweetener for food and drink that is cost-effective and not a highly refined sugar or alternative sweetener. It is also working to push global sugar companies to produce Nucane, a range of healthier, naturally low glycemic sugars designed for both sugar replacement and sugar reduction by up to 70%. These technologies can be licensed to the industry to be rapidly and efficiently produced at industrial scale for all major food and beverage brands around the world.

Read the full list here.

Darcy Fray
Nucane Life, up to 70% sugar reduction, Top 3 at Asia Food Innovation Awards
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Nutrition Innovation announced today that their revolutionary healthier sugar reduction platform, Nucane Life, has been selected as Top 3 "Best Ingredient" at the 2019 Asia Food Innovation Awards. Nucane Life was first announced at Future Food Tech London and Nutrition Innovation are now in detailed trials and application with major customers around the world. "We are excited and proud to be selected by The World Food Innovation Awards. In recent trials we have seen up to 70% sugar reduction being successfully competed in some categories while still delivering on taste and flavour. Combined with the bespoke substates like protein and fibre and the solution to the sugar crisis may well be within reach to brands worldwide. 

"This innovation is credit to our Founder and Chairman, Dr David Kannar and our partners at Monash University" stated CEO of Nutrition Innovation, Matthew Godfrey.

Source: Foodbev.com



Darcy Fray
Nucane shortlisted in the 2019 Australian Food & Beverage Awards
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Nutrition Innovation and Nucane milling partner, Sunshine Sugar, have been shortlisted as joint finalists in the 2019 Australian Food & Beverage Awards.  Nucane was recognised under the ‘Innovative Ingredient’ category, for providing new low-GI and healthier raw sugar options, for food and beverage manufacturers.

The winners will be announced at a gala event at Doltone House in Darling Harbour, Sydney on Thursday 18 July.  All category winners are eligible for the Best of the Best Award, which will be the last award handed out on the night.  Follow Food and Beverage Industry News, for the announcement of award winners - www.foodmag.com.au/finalists-announced-for-food-beverage-awards.

Darcy Fray
Over 600 Bakers Delight stores switch to Nucane™ with 20% less sugar
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Bakers Delight have made the switch to Nucane in all their sweet dough products across Australia and New Zealand, in over 600 stores.  Bakers found Nucane’s “bold sweet flavour” enabled stores to use 20% less sugar, across their snack product range.  Nucane now replaces all added sugar in all of Bakers Delight’s delicious scones, finger buns, brioche, scrolls, danish, lattices, bunlets, sweet bread loafs, swirls, logs and teatimes.

Check out the announcement from Bakers Delight at: www.bakersdelight.com.au/2019/06/27/nucane.

Darcy Fray
NATURAL SUGARS TO GIVE HEALTHIER CHOICES TO ALL KIWIS
Natural Sugars - Karl Carey (Commercial Manager), Peta Logan (Key Account Manager), Hamish Gordon (MD) & Nutrition Innovation's - Andrew Higgs (Country Manager - ANZ)

Natural Sugars - Karl Carey (Commercial Manager), Peta Logan (Key Account Manager), Hamish Gordon (MD) & Nutrition Innovation's - Andrew Higgs (Country Manager - ANZ)

Natural Sugars has partnered with Nutrition Innovation to bring healthier sugar to Kiwis. “Nucane – the good sugar” is a family of natural, healthier, low glycemic sugars that tangibly help in the fight against obesity and diabetes.

“Launching Nucane within our sugar portfolio brings a new standard of quality to our raw sugar offer, providing our customers with a healthier, less refined, industrial low glycemic sugar solution”, said Natural Sugars CEO Hamish Gordon. “Feedback from food and beverage manufacturers has been positive, with reports of sugar reduction and better tasting products”.

The launch in New Zealand builds on Nutrition Innovation’s success with other major sugar producers in Australian, Brazilian, Thai, Malaysian and African markets.

“Nucane helps combat the global obesity and diabetes epidemic, by giving people and brands a new and healthier option for the food and beverages we enjoy every day”, said Nutrition Innovation Group’s New Zealand Country Manager, Andrew Higgs. “For over a decade, Natural Sugars have been leaders in sourcing high-quality ingredients, and we are excited to partner with them to help make New Zealand a healthier place”.

Nucane can be used in all forms of food & beverages including retail, soft drinks, breakfast cereals, baked goods & quick service restaurants.  Nucane is currently being used in product applications by food manufactures in eight countries.  It is poised to be an incredibly important part of the global health solution and help revolutionise a US$100 billion market.

Source: Supermarketnews.co.nz

Darcy Fray
Natural Sugars to give healthier choices to all Kiwis
PICTURED  (from left to right): Natural Sugars – Karl Carey (Commercial Manager), Peta Logan (Key Account Manager), Hamish Gordon (MD), Nutrition Innovation's – Andrew Higgs (Country Manager - ANZ)

PICTURED (from left to right): Natural Sugars – Karl Carey (Commercial Manager), Peta Logan (Key Account Manager), Hamish Gordon (MD), Nutrition Innovation's – Andrew Higgs (Country Manager - ANZ)

Natural Sugars (New Zealand) has partnered with Nutrition Innovation to bring a healthier sugar to Kiwis.  “Nucane – the good sugar”®, is a family of natural, healthier, low glycemic sugars that tangibly help in the fight against obesity and diabetes. 

 “Launching Nucane™ within our sugar portfolio brings a new standard of quality to our raw sugar offer, providing our customers with a healthier, less refined, industrial low glycemic sugar solution”, said Natural Sugars CEO – Hamish Gordon. “Feedback from food and beverage manufacturers has been positive, with reports of sugar reduction and better tasting products”.

Nucane helps combat the global obesity and diabetes epidemic, by giving people and brands a new and healthier option for the food and beverages we enjoy every day”, said Nutrition Innovation Group’s New Zealand Country Manager, Andrew Higgs. “For over a decade, Natural Sugars have been leaders in sourcing high quality ingredients and we are excited to partner with them to help make New Zealand a healthier place”.

 The launch in New Zealand builds on Nutrition Innovation’s success with other major sugar producers in Australian, Brazilian, Thai, Malaysian and African markets.

 Nucane can be used in all forms of food & beverages including retail, soft drinks, breakfast cereals, baked goods & quick service restaurants.  Nucane is currently being used in product applications by food manufactures in eight countries.  It is poised to be an incredibly important part of the global health solution and help revolutionize a US$100 billion market.

 About Natural Sugars (New Zealand)

Founded in 2009, Natural Sugars is one of the largest sugar and edible oils suppliers in New Zealand.  Natural Sugars source high quality products from across the globe to supply small, medium and large food and beverage manufacturers in New Zealand, Australia and the Pacific Islands.  Natural Sugars also supply supermarkets around the country with their own retail brands; Harvest, Canefields, Stir and Everybody’s Kombucha. http://naturalsugars.co.nz

Darcy Fray
Nutrition Innovational showcase Nucane's revolutionary sugar reduction and replacement solutions at industry leading FIA Future Summit.

Leading industry body, Food Industry Asia (FIA)  brought together over 650 Asia Pacific leaders across the food chain to discuss critical industry issues and the innovative ways we are addressing them. The event is Singapore's and the region's premier Food innovation forum and is attended and supported by leading Manufacturers, Governments, Academics and the start-up and venture funding community of Asia.

Nutriton Innovation Founder, Dr David Kannar and CEO Matthew Godfrey were on-hand to both showcase leading sugar reduction technology Nucane Life and the growing global supply chain supporting Nucane Raw Sugar to all delegates. Additionally joining a panel to discuss the future of ingredient Wellness in the food eco-system in Asia.

For more details https://www.fiasummit.org

Darcy Fray
Nutrition Innovation selected as a top 3 innovator with global potential
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Announced by Australia's leading business show, Money News with Ross Greenwood, Nutrition Innovation has been selected as one of three businesses to an intimate Sydney workshop, with some of Australia’s most prestigious global business leaders this Wednesday, 17 April 2019.

What was described as a “money-can’t-buy opportunity”, the competition brings together a panel of business experts, including radio’s Ross Greenwood, Rob Southwell (Managing Partner, Pitcher Partners) and Skander Malcolm (CEO, OFX) to provide advice on expanding into global markets.  The winners were announced in a 2-minute segment on national radio.  Click here to listen and for more information visit www.2gb.com/competition/go-global-with-ross-greenwood-2/.

Darcy Fray
6 Reasons to Bake Better & use Less with Nucane™ - Café Asia 2019

Andrew Higgs, ANZ Country Manager for Nutrition Innovation, presented 6 reasons to bake better and use less with ‘Nucane - the good sugar’® at Cafe Asia 2019.  Andrew presented how Nutrition Innovation’s technology empowers global mills and refineries to produce raw, low glycemic sugar (at industrial scale), as a healthier replacement for white refined sugar.  

This innovation unleashes the development of better, healthier food & beverage products. The 3 day Singapore Expo brought together entrepreneurs, chefs, restaurateurs and baristas, to showcase the latest ingredients and innovations in the baking, restaurant and café industries.   To watch the presentation, visit: www.youtube.com/watch?v=a7jLhUAhSPA.

Darcy Fray
Nucane™, healthier sugar reduction & replacement technology showcased in Singapore
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Singapore based Nutrition Innovation's CEO, Matthew Godfrey, was interviewed by Channel News Asia, highlighting the benefits of ‘Nucane - the good sugar’®, in “tackling diabetes and obesity”.

 Live from Cafe Asia in Singapore, the 3 day exhibition brought together over 200 businesses to exhibit new ingredients and innovations for the baking, restaurant and cafe industries. 

For the full interview, visit: www.channelnewsasia.com/news/health/new-sugar-substitute-promises-fewer-calories-more-flavour-video-11367400.

Darcy Fray
Singapore's Nutrition Innovation raises US$5m to make 'healthier' sugar

SINGAPORE-based startup Nutrition Innovation, which produces "healthier" sugar, has raised US$5 million in a Series A round of funding, led by agri-food venture fund VisVires New Protein (VVNP).

This is Singapore-based VVNP's first investment in a Singapore incorporated company.

Other investors include global commodity trading company Enerfo Group, and a UK-based family office, VVNP said.

It added that Nutrition Innovation's proprietary technology enables industrial-scale production of low glycemic, natural cane sugar (Nucane) as a healthier replacement for refined sugar.

"Traditionally, sugar is highly refined, stripped of antioxidants, and can be high in glycemic index (GI)," VVNP said.

As such, food manufacturers have found it challenging to replace refined sugar with "alternative sweetners", which can be expensive and lack the functional properties of sugar, VVNP added.

Utilising its proprietary algorithms and technology, Nutrition Innovation claims that its product can retain the antioxidants and minerals such as calcium and magnesium that naturally occur in cane sugar. Its technology is now being rolled out at a low cost in key sugar-exporting countries including Australia, Malaysia and Thailand.

Most recently, Nutrition Innovation also announced that it has a pipeline of products that can supposedly achieve sugar reduction by up to 70 per cent, while integrating substrates such as protein and fibres that confer additional health benefits.

Matthieu Vermersch, founder and managing partner of VVNP said: "Nutrition Innovation presents an opportunity to overhaul the global sugar market with a healthier product. Food ingredients, like sugar, are characterised by their specific functional properties, making them essential but extremely challenging to replace in food products. The value proposition of Nutrition Innovation is compelling not just for the sugar mills and refineries, but also for food manufacturers and consumers."

Dr David Kannar, founder and chairman of Nutrition Innovation said: "Nutrition Innovation strives to make the world a healthier place by creating natural, scalable, efficient and effective sugar solutions for manufacturers everywhere. This is of vital importance as the world isexperiencing an obesity and diabetes epidemic, which is costing both lives and trillions of dollars."

Source: https://www.businesstimes.com.sg/garage/singapores-nutrition-innovation-raises-us5m-to-make-healthier-sugar

Darcy Fray
Nucane Life, up to 70% sugar reduction, finalist for World Innovation Awards
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Nutrition Innovation announced today that their revolutionary healthier sugar reduction platform, Nucane Life, has been selected as a Finalist for "Best Ingredient" at the 2019 World Food Innovation Awards. Nucane Life was first announced at Future Food Tech London and Nutrition Innovation are now in detailed trials and application with major customers around the world. "We are excited and proud to be selected by The World Food Innovation Awards. In recent trials we have seen up to 70% sugar reduction being successfully competed in some categories while still delivering on taste and flavour. Combined with the bespoke substates like protein and fibre and the solution to the sugar crisis may well be within reach to brands worldwide. This innovation is credit to our Founder and Chairman, Dr David Kannar and our partners at Monash University" stated CEO of Nutrition Innovation, Matthew Godfrey.

Source: https://www.foodbev.com/news/world-food-innovation-awards-2019-shortlist-announced/

Darcy Fray
CSR & Nutrition Innovation signs partnership to to bring healthier choices to Malaysia.
NIandCSR

Leading Malaysian sugar and food ingredient company, Central Sugars Refinery Sdn Bhd (CSR), have announced that they have signed an exclusive partnership agreement with food technology company, Nutrition Innovation, to bring healthier sugar and sugar reduction solutions for the benefit of all Malaysians.
 
This builds upon CSR’s successful launch of “Better Brown Low G Sugar”, a low glycemic sugar in November 2018. This innovative product, a first for Malaysia, helps to support normal blood sugar levels and leverages the Nucane™ technology from Nutrition Innovation.
 
“CSR’s vision is to develop a comprehensive range of innovative and healthier food ingredients for the Malaysia market. All across Malaysia, people are challenged by obesity and diabetes and we believe it is our responsibility to provide high quality and affordable solutions to both consumers and brands to help them win these challenges,” said Hishammuddin Hasan, Chief Executive Officer of CSR. “The technology and science from Nutrition Innovation will play a key part in helping CSR achieve our vision over the coming years,” he added.  
 
Nutrition Innovation is a Singapore based company founded by leading Australian scientist, Dr David Kannar. Nutrition Innovation’s purpose is to make the world a healthier place by creating scalable, efficient and effective sugar technology solutions for manufacturers around the world.
 
“The world is suffering from an obesity and diabetes epidemic which is costing both lives and trillions of dollars. By partnering with CSR we can jointly give Malaysian access to both reduced and better carbohydrate solutions which cannot just be an alternative to processed sucrose but more importantly, improve healthier choices by adding functional and nutritional benefits. CSR’s leadership, strength and vision makes them the perfect partner for us in Malaysia” said Dr Kannar.  

The new Better Brown Low G Sugar addresses market demand for a healthier option to replace white sugar. While white sugar GI counts is 69 ± 5, CSR’s latest product carries a GI count of less than 55 or less, and yet provides the same sweet taste. This leaves Malaysians with a healthier sugar version.

The introduction of the Better Brown Low G sugar is not just a business opportunity but a responsibility both organisations are championing as part of the effort to create awareness amongst Malaysians on choosing the healthier option including consuming sugar responsibly and living an active lifestyle with regular exercise. 

source: focusmalaysia.com

Darcy Fray
New GI test may boost development of healthy foods
Asian Ministerial Delegation reviews Nucane as part of the fight against Diabetes.

Asian Ministerial Delegation reviews Nucane as part of the fight against Diabetes.

By Rei Kurohi

A new technique for testing food known as the Glycaemic Index Speed Test (Gist) could make the process of developing healthier food products cheaper and faster.

The laboratory-based test determines a food's glycaemic index (GI), a measure of its impact on a person's blood sugar levels, using simulated digestion.

It can deliver results in one to two weeks at a cost of about $800 and was developed by the Food Innovation and Resource Centre (Firc) at Singapore Polytechnic.

The conventional method, which involves selecting volunteers and testing their blood, takes three to six months and costs $3,000, said Firc's senior manager Ken Lee.

"If the company is lucky, they may go through only three rounds, which will take about 15 months and a minimum of $9,000. But companies often undergo many rounds of reformulation," said Dr Lee. With Gist, firms can save 73 per cent in costs and the process can be shortened from years to months, he added.

He was speaking at Firc during a visit by foreign delegates, ending off the two-day Ministerial Conference on Diabetes yesterday.

Gist was one of several innovations used to support the "war on diabetes" in Singapore that were introduced to the delegates.

The delegates also visited the new Ang Mo Kio Polyclinic and checked out its self-registration system, the eye and foot tests used in diabetes screening, and its automated medicine dispensing system.

The delegates included Dr Yasuhiro Suzuki, Japan's Vice-Minister for Health; Professor Li Xinhua, deputy director-general of the Chinese Centre for Disease Control and Prevention; Dr Mohammed Yahya Al-Harbi, head of the Central Committee for Diabetes Management in Saudi Arabia; and Dr Saia Ma'u Piukala, Tonga's Minister of Health and Public Enterprises.

The delegates were invited to sample a low-GI noodle created using Gist in the form of mee rebus.

Dr Lee said that under the conventional process, the noodle would be ready only by June next year.

Since this February, Gist has been used in 17 projects, including a low-GI sugar product known as Nucane, produced by Singapore-based food science firm Nutrition Innovation.

Its chief executive Matthew Godfrey said: "Natural cane sugar is full of antioxidants that are washed out in the refining process. If you leave them in, about 20 per cent less glucose goes into the bloodstream."

The company uses infrared scanning to check the composition of its sugar and tests its quality with Gist.

"We view the Firc as a key centre of excellence and expertise to help us combat diabetes and obesity in Singapore and around the world," said Mr Godfrey.

Dr Suzuki was impressed, calling the low-GI sugar "amazing". "I don't think we have this type of product in Japan. We would love to work with the company and with the Firc."

source: straitstimes.com

Darcy Fray
CSR Malaysia Launches "Better Brown" Healthier Retail Sugar powered by Nucane

CSR Paves the Way for Healthy Sugar Versions and Encourages Malaysians to Consume Sugar Responsibly 

PETALING JAYA, 8 NOVEMBER 2018:

Today, sugar manufacturer, Central Sugars Refinery Sdn Bhd (CSR) launched the “Better Brown Low G Sugar”- its new and healthier sweetener product that has a Low Glycemic Index (GI). The first in Malaysia and Asia, the Better Brown Low G Sugar is in line with CSR’s vision to promote healthy sugar consumption amongst Malaysians. 

By having a low GI, CSR’s latest product will be more slowly digested, absorbed and metabolized. This leads to a lower and slower rise in blood glucose, thus helping consumers to sustain energy longer and curb hunger cravings. [1] Low Glycemic is a relative ranking of carbohydrate in foods according to how they affect blood glucose levels. While the GI count of regular white sugar stands at 69 ± 5, Better Brown Low G Sugar carries a GI count of 55 or less and yet provides the same sweet taste, making it suitable for use in food and drinks preparation.

“CSR’s Better Brown Low G Sugar is a result of our continuous innovation and a breakthrough in technology. Our goal has always been to address customer needs and to create an awareness and encourage consumers to consume sugar responsibly in order to lead a healthier lifestyle. This new Better Brown Low G Sugar by CSR has set a new benchmark for healthier sweetener options, that not only tastes great but is affordable to all,” said Hishammudin Hasan, Chief Executive Officer of CSR. 

“With this new Better Brown Low G Sugar, we want to encourage and switch customer’s preferences to brown sugar. This is in line our vision to continuously innovate and evolve to provide customers with the better and healthier choice, and to encourage the community to consume sugar in a responsible manner in accordance to our lifestyles,” he added. 

As integral part of its operations, CSR places great importance on the quality and safety of its products. CSR’s Better Brown Low G Sugar and all other products are Halal certified, complying with all international food standards such as HACCP and GMO Free. The company is also committed towards sustainable development throughout its entire supply chain.

In conjunction with the new product launch, CSR has appointed Datuk Redzuawan Ismail or famously known as Chef Wan and local artist, Farahdhiya Mohd Amin as its product ambassadors. CSR sees a great fit with Chef Wan and Farahdhiya as they are well-known for encouraging healthy eating and sharing the ease of cooking nutritious local foods at home with their fans on social media. By collaborating with the celebrities, CSR hopes to drive further awareness amongst Malaysians on the importance of leading a healthy lifestyle by consuming sugar in a responsible manner. 

"We are pleased to be joined by the exceptional Chef Wan and Farahdhiya. They are the two personalities and influencers that encapsulate what CSR’s Better Brown Low G Sugar stands for today. Chef Wan and Farahdhiya embody values and commitments, similar to ours; encouraging their fans and social media followers to make healthier food choices and eat healthy. We look forward to working with them and believe this partnership will bring tremendous positive impacts to the Malaysian community,” said Hishammudin Hasan. 

CSR has been ramping up its efforts in encouraging people to consume sugar responsibly and to adopt a healthy lifestyle. In October, the company formed a partnership with the National Diabetes Institute, Malaysia (NADI), with a commitment to spread awareness of consuming sugar responsibly and fighting diabetes. As part of the collaboration, CSR will be supporting NADI’s ‘Promote Healthy Lifestyle, Fight Diabetes’ Programme that looks to conduct various educational activities and engages with rural and urban Malaysians. 

Additionally, CSR and NADI will spread awareness to every home in Malaysia through the release of its new Better Brown Low G Sugar with NADI’s ‘Promote Healthy Lifestyle, Fight Diabetes Program’ logo that captures both organisation’s support of a healthy lifestyle. 

As part of the launch and to drive further awareness, CSR employees will have their car and motorbikes pasted with stickers promoting the new Better Brown Low G Sugar. CSR has also partnered with several café outlets to give away 100 cups of Americano for free, from the 10th to 11th of November 2018, to try out the Better Brown Low G Sugar. You may follow or like CSR’s Facebook Page, CSR Teman Sajian for more details. 

CSR’s Better Brown Low G Sugar is available at all leading retail outlets nationwide at RM3.80 per pack. 

About Central Sugars Refinery Sdn Bhd 

CSR is one of the leading producers of quality sugar products in Malaysia. Starting life out as the United Malay State Sugar Industries (UMSSI) in 1965, Central Sugars Refinery stepped out into the world with a small yet noble dream; to be Malaysia’s go-to name when it comes to sugars and sweeteners. Nearly half a century later, that dream is still fueling the dedication and commitment of our employees. 

From a modest sugar melting capacity of 150 metric tonnes at inception, CSR now churns out 1800 metric tonnes a day providing only the finest sugar and specialty sweetener ingredients for consumers, retailers, foodservice distributors, food manufacturers, culinary professionals and specialty markets across Malaysia.

Issued on behalf of Central Sugars Refinery by Perspective Strategies.

 
For media enquiries, please contact:

Melissa Norris - Senior Consultant
Perspective Strategies 
Sdn Bhd
+6016-273 8308
melissa.norris@perspective.com.my

Zurinna Raja Adam - Senior Consultant
Perspective Strategies 
Sdn Bhd
+017-752 8998
zurinna.rajaadam@perspective.com.my

[1] Glycemic Index Foundation





Darcy Fray
Sunshine Sugar wins an Australian Innovation Award for Nucane™ Production
Kent Selby, Business Diversification Officer at Sunshine Sugar

Kent Selby, Business Diversification Officer at Sunshine Sugar

Australian Nucane™ producer, Sunshine Sugar, has won the award for ‘Excellence in Innovation’ at NSW Business Chamber’s 2018 Northern Rivers Regional Business Awards.

The award recognises Nutrition Innovation’s technology using advanced production methodologies at the sugar milling stage, to consistently produce a sugar that retains naturally occurring and beneficial antioxidants.   The award was accepted by Kent Selby, Business Diversification Officer at Sunshine Sugar (pictured).

As a regional Australian winner, Sunshine Sugar will now go on to compete for the State's top honour at the NSW Business Chamber State Business Awards, culminating in the Gala Awards Dinner in Sydney on Friday 23 November.

For more information visit: http://www.businessannualawards.com.au/Regions/Northern-Rivers.

 

Darcy Fray
Nucane chega ao Brasil para revolucionar o mercado açucareiro
MARCOS MOLINARO, DIRETOR REGIONAL DA NUTRITION INNOVATION NA AMÉRICA LATINA, E DAVID KANNAR E MATTHEW GODFREY, FUNDADOR E CEO DA EMPRESA, RESPECTIVAMENTE (FOTO: RAFAEL CARNEIRO/ ÉPOCA NEGÓCIOS)

MARCOS MOLINARO, DIRETOR REGIONAL DA NUTRITION INNOVATION NA AMÉRICA LATINA, E DAVID KANNAR E MATTHEW GODFREY, FUNDADOR E CEO DA EMPRESA, RESPECTIVAMENTE (FOTO: RAFAEL CARNEIRO/ ÉPOCA NEGÓCIOS)

Feito com 100% de cana-de-açúcar natural e sem refino, a nova forma de produzir apresenta índice glicêmico baixo, retenção de mais nutrientes e ótima estabilidade.

São Paulo, 12 de setembro de 2018 - A busca atual pela produção de alimentos cada vez mais naturais e menos nocivos somadas a epidemia mundial de obesidade e de diabetes, fez com que o açúcar refinado se tornasse um "vilão". Com isso a demanda mundial do mercado de açúcar caiu acentuadamente e surgiram diversas opções de substitutos, como o açúcar mascavo e o açúcar retirado de outras matérias primas como o coco. No entanto, nem todos têm o mesmo dulçor, índice glicêmico ou valor competitivo.      

O Brasil é o 2º maior consumidor de açúcar refinado do mundo, consumindo mais de 10 milhões de toneladas por ano, com um valor estimado de US$4 bilhões. Em média cada pessoa consome cerca de 50 kg/ano. Assim como no restante do mundo, o país também apresenta números alarmantes na saúde pública. De acordo com o Ministério da Saúde, a obesidade teve um aumento de 60% entre 2007 e 2016, e a diabetes Tipo 1 e 2 subiu também 61%. Sendo que 1 em cada 3 crianças têm sobrepeso e 1 em cada 5 são obesas.

Pensando em oferecer uma nova solução que beneficie tanto os produtores, como também a indústria alimentícia e o próprio consumidor, o fundador e CSO da Nutrition Innovation, Dr. David Kannar, desenvolveu uma tecnologia de varredura infravermelha que avalia a composição da cana-de-açúcar bruta sintetizando qual o processo que deverá ser utilizado para produzir um produto final estável, com o índice glicêmico baixo e com maior número de sais minerais, antioxidantes e polifenóis naturais.

As vantagens do Nucane são diversas, como por exemplo o índice glicêmico de no máximo 55 que fica bem abaixo dos 80 e 92 do açúcar mascavo e do refinado. Como é produzido com cana-de-açúcar 100% natural tem o sabor igual ao do refinado, sendo que em receitas que se tem um alto nível de açúcar o dulçor do Nucane fica mais acentuado, resultando na utilização de menor quantidade do produto. Além disso, o preço de venda será igual ao do açúcar refinado.

A tecnologia inovadora começou a ser fabricada em escala industrial desde janeiro na Austrália, em parceria com diversas empresas como a Sunshine Sugar, e conta com diversos produtos. O Brasil é o segundo mercado a receber a tecnologia, já que está entre os três maiores produtores de cana-de-açúcar do mundo e é o terceiro maior produtor de confeitos.

O maior parceiro local é o Grupo Virgolino de Oliveira, que detêm 1,5% do market share nacional de açúcar e produz 400 mil toneladas/ano. A companhia atualmente exporta toda sua produção, sendo que já vendeu a primeira leva de Nucane para a Malásia. O objetivo é na próxima safra produzir 250 mil toneladas de Nucane que serão comercializadas internamente com o título de açúcar Nucane.

De acordo com Matthew Godfrey, CEO da Nutrition Innovation, o Brasil tem um potencial enorme para desenvolver através da tecnologia: "O Nucane é uma solução que pode auxiliar tanto os produtores a terem um novo produto com um baixo investimento e utilizando o espaço e cultivo que já possuem, como também é uma opção para a indústria alimentícia oferecer produtos mais saudáveis, com mesmo sabor e por um preço competitivo. Tendo assim a possibilidade de reverter o quadro nacional de obesidade e diabetes".       

A Nucane conta agora com o diretor regional Marcos Molinaro e a parceria da Enerfo para ampliar a presença da tecnologia no mercado nacional. Nos próximos 2 anos serão investidos cerca de US$8 milhões e a meta é conquistar 5% do market share nos próximos 5 anos.

Sobre o Nucane™, o bom açúcar - O Nucane é uma nova abordagem revolucionária para produzir uma especificação de açúcar mais saudável. Inventada pelo Dr. David Kannar, permite que produtores de açúcar em qualquer parte do mundo produzam Nucane em escala indústrial, de forma rápida e eficaz. O objetivo da Nucane é ajudar o mundo a combater a obesidade e o diabetes, oferecendo escolhas mais saudáveis para marcas e pessoas em todos os lugares. A Nucane e o logotipo da Nucane são licenciados pela Nutrition Innovation Singapore Pte Ltd.

SOURCE: www.premiovisao.com

Darcy Fray