Lions praised for being first EFL club to go Sugar SmartMillwall Football Club has become the first in the EFL to actively support the national Sugar Smart campaign to encourage fans and local people to improve their health by cutting down on sugar.
Representatives from the club including players Shaun Cummings and Gregg Wylde, joined the Millwall Community Trust, the Jamie Oliver Foundation, children from Bonus Pastor School and London Borough of Lewisham at an official launch in Ladywell on Friday afternoon.
Speaking at the event, Steve Bradshaw, Millwall Community Trust CEO, said: "We are proud to be a part of this ground-breaking initiative, and Veronica Quinn, Head of Catering, Conferences and Events at the club, is the real hero for helping make this happen.
"The club have agreed a three-point pledge to help raise awareness, and from tomorrow, will be introducing a 10 pence 'sugar tax' levy on all fizzy and high sugar drinks sold in Zampa's Family Stand. This will be rolled out to other areas of The Den by the time we play our next home game.
"From this 10 pence levy, 8 pence is coming directly to the MCT to help us tackle obesity and educate young children about adapting healthier eating habits."
Jo Ralling, Director of Sugar Smart and Partnerships at the Jamie Oliver Foundation, said: "Sugar Smart represents an opportunity for local boroughs and the community to get on board and really help make a difference.
"The Sugar Smart logo has a hidden teaspoon in it that reflects the hidden sugar that can be found in virtually everything that we eat.
"For instance, when people are playing sport and produce a sports drink to quench their thirst, it has 15 teaspoons of sugar in it. We simply have to get that information out there so that everyone can make an informed choice about what they are eating and drinking.
"Millwall Football Club have embraced this and it is fantastic that they have taken the whole Sugar Smart concept on board."
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