Make healthier choices with Sheffield City Trust

Make healthier choices with Sheffield City Trust

​A pioneering approach by our client Sheffield City Trust (SCT) to implement the government’s sugar levy initiative on unhealthy fizzy drinks has seen astounding results.

A recent study* conducted by the charitable trust, University of Sheffield and Sheffield City Council, has seen more than a 30 per cent reduction in the sales of sugar sweetened beverages as a result of the policy.

The Trust, which operates 11 sports and leisure venues in Sheffield, introduced a 20p charge to all drinks with added sugar sold at cafés and vending machines at its SIV leisure facilities to help tackle obesity in the city.  

The sugar levy has raised more than £30,000 from sales of high sugar drinks and SIV will reinvest every penny in obesity and diabetes prevention programmes for young people, pledging a minimum of £25,000 to the initiative.

Current response levels indicate that SIV has removed a whopping 1.3 tonnes of sugar from Sheffield – the equivalent of:

  • 332,750 teaspoons of sugar
  • 1,472 lbs fat – about 105 stone in weight
  • More than five million calories, which to burn off would take:
    • Over 51,000 miles of walking
    • Over 10,000 spin classes or 1-hour swims
    • Over 6,000 hours of 5-a-side
    • Over 31,000 hours of housework

The study concludes that the demand for full-fat drinks in leisure venues is highly elastic suggesting the policy is more effective for young people and, more specifically, when parents are purchasing drinks for their children.

*You can read the full study here.