# Action on Sugar

- **Website:** <https://actiononsugar.org>
- **Primary alias:** `actiononsugar.org`

## Description

Action on Sugar is a prominent brand formed by a team of sugar specialists dedicated to addressing the impact of sugar on health. Established in 2014 by Consensus Action on Salt and Health, now known as Action on Salt, the brand aims to shape sugar reduction policies in the UK that can be adopted globally. With a focus on limiting free sugar intake to five percent of total energy, Action on Sugar collaborates with industry experts to advocate for evidence-based childhood obesity strategies and their effective implementation. Through extensive surveys and research, the brand raises awareness about the consequences of excessive sugar consumption and encourages reformulation of products. Action on Sugar also partners with the food and drink industry to provide nutritional guidance and support in reducing sugar content. As a registered charity funded by donations, the brand operates independently without financial support from the food or beverage sector.

## Industries

- ⛑ Health
- ⛑ Public Health and Safety _(under Health)_
- ⛑ Nutrition Diets and Fitness _(under Health)_

## Logos & icons

- logo _(primary)_ — PNG — [download](https://cdn.brandfetch.io/idPKwUel9t/w/201/h/135/theme/dark/logo.png?c=1bxid64Mup7aczewSAYMX&t=1768365072696)

## Colors

| Name | Hex | Theme |
| --- | --- | --- |
| Rob Roy | #efbe73 | accent |
| Rusty Nail | #8c4108 | dark |
| Jordy Blue | #73beef | light |

## Fonts

- Source Sans Pro — asset _(google)_

## Imagery

- banner _(primary)_ — JPEG — [download](https://cdn.brandfetch.io/idPKwUel9t/w/1500/h/500/idej6DtloA.jpeg?c=1bxid64Mup7aczewSAYMX&t=1717440860559)

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_Source: <https://brandfetch.com/actiononsugar.org>_
_See [/llms.txt](/llms.txt) for a full list of agent-readable pages, and [/auth.md](/auth.md) for how agents authenticate._