What shocked Damon Gameau the most during ‘That Sugar Film’ experiment?

Last week Zoe and Damon Gameau appeared on The Morning Show to discuss ‘That Sugar Film’ documentary two years on and their thoughts on the new sugar tax on the soft drinks industry introduced in the UK.

The first question Larry asked was “When you did the experiment in 2014 what shocked you the most? “

Mr Gameau responded;

“Probably, the level of science and money food that companies spend on understanding how we become addicted and crave food. For example, Nestle has 700 PhD scientists who just look at how the palette works and links to our brain and how much sugar is put in there”.

“There is a lot of work that has gone into those foods to make us want more” he said.

This point of craving more is known as the bliss point, which is the optimal amount of sugar that keeps us wanting more – our ‘magic spot’. To watch the interview in full, click here.

Last week it was announced a new sugar tax on the soft drinks industry will be introduced in the UK that will increase the price of high-sugar drinks, particularly fizzy drinks, which are popular among teenagers.

The move has been welcomed by campaigners as a significant step in the fight against child obesity.

Examples of drinks which would currently fall under the higher rate of the sugar tax include full-strength Coca-Cola and Pepsi, Lucozade Energy and Irn-Bru, the Treasury said. The lower rate would catch drinks such as Dr Pepper, Fanta, Sprite, Schweppes Indian tonic water and alcohol-free shandy.

An estimated £520m a year will be raised from the new tax and will be spent on increasing funding for sport in primary schools.

The most high-profile supporter of the tax levy was Jamie Oliver who has introduced a sugar levy in his restaurants. He set up an e-petition that saw more than 150,000 people backing a tax. Click to read more.

In the UK, one in ten primary aged children are obese compared to one in four Australian Children. Australia would benefit from following suit, putting the funds towards where they are most needed to tackle child obesity.

The 3rd Annual Australian and New Zealand Eating Disorders and Obesity Conference; Issues of the current day will be held at Mantra on View, Gold Coast from the 16 – 17 May 2016.
To register for the conference CLICK HERE. Early bird registrations close on Monday 4th April.