At Virgin Pure, we were excited to learn about Jamie Oliver’s campaign to introduce a new tax on sugary drinks. Jamie’s campaign highlights the significant health risks associated with sugar hidden away in many of the drinks and juices drunk by children across the country every day.
We’re passionate about helping our customers and their families build healthier drinking habits. By improving the taste of the water and making the WaterBar fun for kids to use, we’re making water much more tempting for children. If we can encourage children to enjoy pure water from a young age, we believe we can affect their drinking habits into adulthood.
We surveyed hundreds of our customers, and the results told us that 90% of our customers and their children are drinking more water now than they did before their WaterBar was installed. On top of that, 85% of these customers said they and their families are now drinking fewer juices and sugary drinks. These are results we’re incredibly proud of, and we love to hear stories from our customers about the impact we can have on their drinking habits.
Jamie Oliver’s campaign and documentary Sugar Rush highlights the very serious health risks associated with sugary drinks on the market – not just in fizzy sodas but in drinks such as juices that are often sold to us as healthy. The petition states: ‘Studies show that soft drinks with added sugar are the largest single source of sugar in the diets of UK school children & teenagers. Many health experts are increasingly concerned about sugars contribution to weight gain & type-2 diabetes.”
“Tooth decay caused by sugar is the most common reason that children aged 5-9 years are admitted to hospital & type-2 diabetes is costing the NHS around £9 billion a year.”
The documentary is not for the faint-hearted, with some upsetting scenes including a man who recently had his foot amputated due to type-2 diabetes, and a 6-year old having 6 rotten teeth removed under full anesthetic due to his love of sugary drinks.
Jamie Oliver’s campaign proposes the government introduces a 20% per litre tax on all sugary drinks, with the funds raised going towards fighting childhood obesity and diet-related diseases. After Oliver’s recent documentary Sugar Rush, the petition reached a huge 126,995 signatures (far beyond the 100,000 mark needed).
Oliver said Government should have the courage to “grab big business by the neck” and so that they take more notice of health responsibilities. He wrote a personal message to David Cameron, as a father, telling him that this could be his legacy piece.
“I sent him a graph that showed that 5-11 year-olds from disadvantaged backgrounds are most at risk,” Oliver said (LINK). “From the advisory discussions I have been involved in on the Government’s obesity strategy I believe change is possible, if there is public support.”
With all the evidence emerging in support of this campaign we’re excited to see it progress – read more details at www.jamieoliver.com/sugar-rush. We also believe we at Virgin Pure can be part of the solution; we are committed to encouraging more households to shift their habits away from sugar, and towards pure and healthy water instead.
If you’d like your kids to start getting excited about using the Virgin Pure machine to make alternative drinks to sugary sodas, check out this link where 4-year-old Maisie shows how to make our melon, mint & honey slushy. Made with whole fruit & free from refined sugar, this is a pure and simple alternative to sugary drinks.