SUGAR, we need to talk
Europe consumes way too much added sugar. Adults average around 55 grams a day, nearly 20 kilograms, or 5,000 sugar cubes, a year.*
Excessive sugar intake contributes to overweight and tooth decay and is linked to chronic diseases including type 2 diabetes and cardiovascular disease. Yet supermarket shelves remain packed with big-brand cereals containing added sugar.
And the worst part? Many go to great lengths to look healthy and nutritious. Enough is enough. It’s time to wake them up.
Source: Miranda et al., European Journal of Nutrition (2026).
wake up
big cereal
So Holie’s launched Wake Up, Big Cereal: a European initiative calling on major cereal manufacturers to remove added sugar from their entire product ranges. As the ultimate statement, we’re even sharing our own recipe to help the big boys out.