In a grand launch in Mumbai, India’s number one sugar substitute brand Sugar Free has tied up with renowned NGO Akshaya Patra Foundation to benefit and improve the status of school going children in the country through their mid-day meal programme. Bollywood Superstar Akshay Kumar, celebrity Master Chef Sanjeev Kapoor, Ganesh Nayak, ED and COO, Zydus Cadila and Elkana Ezekiel, MD, Zydus Wellness Ltd. unveiled the campaign at a mega launch event.
The campaign works on the tenet that every time a consumer uses Sugar Free, he or she saves unwanted calories from sugar. Through this campaign, the Sugar Free brand shall donate these “saved” calories to Akshaya Patra, who in turn would help support and nourish school children by serving these calories as hot, nutritious meals. Every pack of Sugar Free will carry the campaign message and there will also be a multi-media campaign which will help spread the message across a wide consumer base.
While Akshay is the perfect embodiment of health and fitness,Chef Sanjay Kapoor is the tastemaker,who also helped in creating sugar free yet tasty delicacies.
Sugar Free is a market leader with a market share of around 93 percent and targets health and fitness seekers and diabetics.