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Tate & Lyle’s New Market Research Reveals Over 50 percent of Brazilians Want Healthier Foods and Beverages


São Paulo, Brazil – Brazil has long been revered for its beautiful beaches, annual Carnival celebration and the legendary “Girl from Ipanema.” Four years ago, however, the country revealed that over 40 percent of Brazilians were overweight.

Despite rising obesity rates, Tate & Lyle, the maker of PROMITOR™ Dietary Fiber ( found in its market research that 67 percent of Brazilians have thought more about healthy eating over the past two years and 52 percent are looking for healthier eating alternatives.

“Brazilians live in a coastal country with year-round warm weather, so we strive to eat healthily to maintain a fit body image,” says Ijones Constantino, Marketing and Commercial Development Manager, Tate & Lyle. “Tate & Lyle’s consumer research shows that 76 percent of Brazilians believe weight management is important and nearly 30 percent believe it’s the most important issue.”

Digestive Health and Nutritional Labels

While weight management is a major concern of Brazilians, Tate & Lyle’s market research revealed that 82 percent of people also believe maintaining healthy digestion is an important health issue. In fact, 82 percent of research respondents say that fiber is appealing in maintaining a healthy digestive system.

When looking for products that are considered healthy, 49 percent of Brazilians read product labels and nearly 50 percent read labels when wanting to add fiber to their diets. With more than 33 percent of consumers getting their fiber from packaged food and drink products, manufacturers can deliver fiber-enriched products and showcase the fiber content on the product label across multiple categories including:

* 62 percent find “Now Healthier, With Fiber” appealing in baked goods and 73 percent find baked goods that improve digestive health as appealing
* 64 percent believe “Rich in Fiber” is appealing in beverages and 67 percent believe beverages that promotes healthy digestion are appealing
* 60 percent say “High Source of Fiber is appealing in dairy products 73 percent find dairy products that are for healthy digestion are appealing

Fiber, Kids and Labels

Healthy food and beverage consumption isn’t limited to adults. Tate & Lyle’s research found that more than 80 percent of parents read food and beverage labels more closely when shopping for their kids. When considering what nutrients to feed their kids, 84 percent of parents believe fiber is an important component of their child’s diet.

About PROMITOR™ Dietary Fiber

With the heightened consumer interest in eating healthy, fiber-rich foods, Tate & Lyle’s PROMITOR™ Dietary Fiber can be easily incorporated into a large range of food and beverage applications without compromising great taste and texture. The PROMITOR™ Dietary Fiber range includes PROMITOR™ Soluble Corn Fiber and PROMITOR™ Resistant Starch, and can be used to manufacture healthy products for the entire family. For more information about PROMITOR™ Dietary Fiber, visit

About Tate & Lyle

Tate & Lyle is a world-leading renewable food and industrial ingredients company, serving a global market from over 50 production facilities throughout the Americas, Europe and South East Asia. Our efficient, large-scale manufacturing plants turn agricultural products, corn and cane sugar into valuable ingredients for our customers. These ingredients add taste, texture, nutrition and increased functionality to products that millions of people around the world use or consume every day.

Tate & Lyle’s range of leading branded food ingredients include SPLENDA® Sucralose, PROMITOR™ Dietary Fiber, STA-LITE®, Polydextrose, Tate & Lyle Fairtrade Sugar and Lyle’s Golden Syrup. Tate & Lyle also produces branded industrial ingredients including Bio-PDO™, Ethylex® and STA-Lock® paper starches; and staple ingredients such as high fructose corn syrup, sugar, ethanol, citric acid and basic starches. In addition to providing a wide range of ingredients, our expert sales and product applications teams support customers by providing technical advice and proprietary consumer insight studies.

Tate & Lyle is listed on the London Stock Exchange under the symbol TATE.L. American Depositary Receipts trade under TATYY. In the year to 31 March 2008, Tate & Lyle employed 6,488 people in its subsidiaries and joint ventures, and sales totaled $6.882 billion (£3.4 billion UK).

SPLENDA® is a trademark of McNeil Nutritionals, LLC

Tate & Lyle’s proprietary consumer research was conducted in Brazil during the first half of 2008 by Illuminas, an internationally recognized consumer research agency. The research is a combination of qualitative and quantitative studies with a sample of 1,399 adults.


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