BrandArena: Nutritionist Commends Chivita's 'No-added Sugar' Commitment

Friday 18 May 2018

Nutritionist Commends Chivita's 'No-added Sugar' Commitment

The National Publicity Secretary of the Nutrition Society of Nigeria, Mr. Olusola Malomo, has hailed the juice making standards of Chivita100% fruit juice, the flagship brand of Chi Limited, and its commitment to 'no-added sugar' process, describing it as a healthy substitute for raw fruits.
L-R: Senior Brand Manager (Juice, Nectar and Still Drinks), Chi Limited, Ademola Mafikuyomi; Head, Research and Development, Chi Limited, Ernest Ighravwe; and National Publicity Secretary, Nutrition Society of Nigeria, Olusola Malomo, at the unveiling of the Chivita ‘no-added sugar’ campaign in Lagos.

He explained: “100% fruit juice is made from the flesh of fresh fruit or from whole fruit, depending on the type used. It is not permitted to add sugar, sweeteners, preservatives, flavouring or colourings to fruit juices. Chivita 100% complies with these requirements as articulated by its production and packaging process."

Malomo, who led discussion at a media session held in Lagos on Tuesday, said 100% fruit juice has same nutritional value with natural fruits and could help in detoxifying the body system while aiding weight loss when taken before breakfast.

He stated that regular consumption of 100% fruit juice could also address modern health challenges caused by fewer minerals/vitamins/antioxidants, processed foods, excess sugar, excess fat/cholesterol, improper chemical combination and excess animal fat.

The nutritionist further said: “It is often difficult to say which between raw fruit and fruit juice gives more nutrient to the body. Although eating whole fruit is considered to be the best way of attaining the full benefits of fruits, fruit juice is an easy and healthy option. Of course, if the juice contains 100% fruit without preservatives and additives, it has same nutritional value with natural fruit”.

“With a busy lifestyle, our eating habits have become packed with preservatives and processed foods that are not only devoid of essential nutrients but can also cause some harm to the body. 100% fruit juice helps to correct the harm caused by these new eating habits; boost the immune system and keep the body in perfect health.”

Malomo stated that 100% fruit juice helps in lowering inflammation, noting that its consumption has a beneficial effect on cardiovascular diseases. He described 100% fruit juice as an appropriate healthy diet.

“When you drink fruit juice, the supply of energy increases in no time. This is one of the prime benefits of fruit juice that we can utilise in our busy schedules. This is the reason why athletes often drink fruit juice during and after exercising. It is also the same reason pregnant women are advised to often take it.”

He noted that sugar consumption is not entirely bad as long as it is within the recommended dietary requirement, adding that sugar is needed to supply the energy needed for the functioning of the body.

According to him, “sugar is not singularly responsible for obesity and diabetes. What causes these illnesses are primarily more related to lifestyle. Fruits or fruit juice are much more than just source of fructose (natural sugar that comes with fruit). There are lots of nutrients in them that are important for health. Moreover, sugar in fructose is very healthy.

“One small glass (150ml) of 100% orange juice contains 100% of the daily requirements of Vitamin C. The carbohydrates in 100% fruit juice, including the sugars, are naturally occurring and comes from the whole fruit from which it is squeezed.”

On his part, the Managing Director, Chi Limited, Deepanjay Roy, said Chivita, as a brand, is concerned about the misconceptions on juice consumption, which are capable of creating needless barrier to enjoying the many nutritional benefits of 100% juice.

“As a leading juice brand, we at Chivita are therefore not unmindful of the responsibility to create a platform for enlightened discourse on benefits of fruit and juice drinks and how it contributes to health and well-being of our nation. To do this, we hope to support the sharing of unbiased but balanced information on sugar intake and fruit juice by experts such as scientists, nutritionists and dietician. We will also create a sustainable dialogue on the truth and science of fruit juice and the natural sugar it contains."

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