Tate & Lyle is shifting its retail sugar portfolio to fair trade in what it claims is the largest commitment to ethical labelling by any UK food and drink company. It plans to complete the switch by 2009.
The move will significantly increase the amount of fair trade sugar available in the UK. The category is currently worth £4m and Tate & Lyle claims that it will add £60m in value to the market in the first year.
The first product to carry the Fairtrade mark will be Tate & Lyle Granulated White Cane Sugar. The packaging will retain the Tate & Lyle blue and white branding but will now also have a map of the world with the Fairtrade logo. The change will be supported by a press ads and a dedicated website.
The announcement coincides with the start of Fairtrade Fortnight, which started yesterday (February 24).
Steven Hermiston, sales and marketing director for Tate & Lyle Sugars, says: “Consumer demand for fair trade products continues to grow and we are delighted that we can offer our customers the products to maximise the sales potential this provides.”
Tate & Lyle says it has been working with the Fairtrade Foundation for two years on the plans to make the shift.