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Melanie Sykes becomes ‘voice of sugar’

Melanie Sykes becomes the first voice of cane sugar

Melanie Sykes becomes the first voice of cane sugar

  • by PETER RANSCOMBE AND MARTIN FLANAGAN
 

TELEVISION presenter and model Melanie Sykes has provided the voice for the first “talking” bags of sugar.

Shoppers will be able to scan packs of Tate & Lyle with their smartphones to watch videos of Skykes explaining how to use the different types of sugars and how to pronounce their names.

Links to the videos have been printed on 750,000 bags of sugar on sale at Morrisons, Tesco and Waitrose.

Marion Bignone, brand manager at Tate & Lyle, said research by the firm suggested that 46 per cent of the public didn’t know that muscovado is a type of sugar, while 10 per cent had never heard of demerara.

Sykes added: “I’m hoping that seeing my videos will give bakers and shoppers like me the confidence to pick up more than just a 
bag of their regular white sugar, and inspire them to be a little more creative in the kitchen.”

Tate & Lyle sold its sugar refining arm in 2010 for £211 million to American Sugar Refining, which now uses the brand name under licence.

 

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