Sykes has become the first official voice of cane sugar following research revealing that nearly half (46%) of people in the UK don’t know what ‘Muscovado’ is.
Melanie’s voice will feature on all Tate & Lyle Sugars packs in-store via a Blippar app. Shoppers will be able to use their smartphones to ‘Blipp’ packs of sugar in order to download special videos of Mel pronouncing the names of the sugars, as well as explaining how to use them.
Marion Bignone at Tate & Lyle Sugars said: “Tate & Lyle Sugars range of golden and brown cane sugars do not just provide sweetness, but flavour as well. However, our research has shown that one in 10 people in the UK don’t know what ‘Demerara’ is, and a quarter (25%) wouldn’t be able to confidently pronounce it. We hope that our new Talking Packs featuring the distinctive voice of Melanie Sykes will encourage baking fans across the nation to become more adventurous in the kitchen and give people the confidence to pronounce, and use, a more exciting range of sugars.”
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