The big challenge

Going beyond “sugar free”

1. Cultural movements are seen as costs rather than as profitable businesses, everyone works individually
2. Research on wellbeing has been based on public funding, rather than commercially driven
3. The competitive nature of the industry hinders new alliances and innovation
4. Lack of integration between industries, such as health, food, sport, and culture, leads to little or no sharing of information

This is why going “sugar-free” is not a longterm solution. We can add or retract sugar in our food, but for sustainable effect we need to change of lifestyle. And lifestyle change is not only a personal commitment but a cultural undertaking shared between producers and consumers with a taste for life.