Unlike normal table sugar, unrefined sugar has not been bleached, irradiated, nor decolourised by ion exchange. This preserves the natural molasses film that surrounds the sugar molecule, creating intense flavour and added health benefits. Natura Sugars is now being sold in Pick n Pay stores nationwide, all Shoprite Checkers stores across the Western Cape, selected Spar and Wellness Warehouse stores, Pick n Pay Online Shop and Faithful to Nature.
We asked Rajabally to tell us the sweet story of Natura Sugars:
I decided to start Natura Sugars when I noticed a gap in the market in the sugar category. Whilst popular on European supermarket shelves, truly unrefined sugar was not available to consumers in South Africa.
We are the only range of truly unrefined sugars which are strictly non-GM. There is no genetically modified cane in the sugarcane fields in Mauritius, hence sugar produced is not derived from or contaminated with transgenic (genetically modified) cane.
Creating awareness and educating the public that not all sugars are the same was vital with the launch of Natura Sugars. We have and continue to do this with a strong social media and media presence. I have a PR agency generating coverage as well as a social media team that assist me.
Sugar has had a bad rap recently but we are here to bring a breath of fresh air to this established industry and provide a different perspective on sugar. Indeed, a study recently conducted by the Mauritius Research Council at the University of Mauritius has revealed that Mauritian special sugars have antioxidant capacities, which brings health benefits to its consumers.
Good communication and transparency.
Always source the best quality product!
We are launching a selection of Natura Sugars in Clicks pharmacies, including our new Molasses Sugar and we look forward to building a strong relationship with Clicks’ health-savvy consumers. We are all excited to share the better side of the magic ingredient that unrefined sugar is.
