New partnership aims to increase awareness of the
importance of reducing consumption of sugar in
beverages.
VIBE and Diabetes New Zealand have
announced a new partnership. As a key partner to Diabetes
NZ, VIBE will work with the organisation to drive awareness
among Kiwis of how healthy lifestyle habits can help play a
critical role in the prevention of type 2 diabetes and the
management of all types of diabetes.
Diabetes NZ Chief
Executive Heather Verry welcomes VIBE onboard,
saying
‘Limiting sugar intake is pivotal
to improving health outcomes in our community, reducing the
risk of obesity, type 2 diabetes, and ultimately the
long-term complications that can develop later in
life.’
In New Zealand, close to five
percent of the population has been diagnosed with diabetes
(predominantly type 2 diabetes), according to the 2021
Social and Economic Cost of Type 2 Diabetes Report.[1]
According to the report, Type 2 diabetes is increasingly
being diagnosed in young people and is related to obesity.
It predicted that the number of people with type 2 diabetes
in New Zealand will increase by 70-90 percent within 20
years unless urgent action is taken, suggesting that a focus
on prevention is needed to manage New Zealand’s largest
and fastest growing health crisis outside of the global
pandemic.
Stefan Crooks, Managing Director of VIBE,
says,
‘We’re delighted to be working
with Diabetes NZ. I have type 2 diabetes myself, so it’s
important to me that all the ingredients used have been
signed off by Diabetes NZ.’
Crooks says
VIBE was born from a conversation about improving the
products their existing school food supply business
offered.
‘VIBE was created to provide a great
tasting alternative to sugary drinks – one that allows
kids to enjoy a carbonated drink full of flavour but with
zero sugar.’
As VIBE is now available at schools and
kura across Aotearoa, Verry says, ‘This allows for strong
opportunities to educate school principals on the importance
of nutrition intervention, as they have the power to
influence children’s knowledge and
behaviour.’
The New Zealand Health
Survey 2018/2019 found that approximately one in nine
children (aged two to 14) were obese, with an
over-representation in Māori and Pacific
communities.
Crooks says, ‘Today’s
consumers are looking for products like VIBE that support
their emotional, indulgent, and physical health needs,
ranging from relaxation to hydration. They want less sugar
– no question. But they also don’t want to sacrifice
taste.’
He says VIBE concentrates on the quality of
its natural flavours, which are made from New Zealand
ingredients.
‘Consumers are not only demanding
functional drinks that don’t compromise on taste,
they’re also looking for companies that adhere to a
sustainable ethos. That’s why there’s no plastic used on
VIBE products. Our clear can design and branding highlights
the aluminium-can packaging and encourages
recycling.’
Diabetes NZ is looking forward to
extending the messaging about good nutrition in partnership
with VIBE.
VIBE is available in schools and in New
World, Pak’nSave, and Four Square stores. It’s also
online at vibedrinks.co.nz.
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