This campaign sets out to improve consumer awareness when it comes to nutrition, and to help consumers make informed, healthy purchasing decisions. We spoke to Bongiwe Njobe, the Tiger Brands Executive Director for Corporate Sustainability to find out more:

How will consumers know when they are buying an Eat Well Live Well product?
They will see the Eat Well Live Well symbol on front of pack, supported by the Guideline Daily Amount (GDA) table on the front or back of the pack.

What is the Guidance Daily Amount (GDA) label?
The GDA (Guideline Daily Amount) Table is a simplified easy to read Nutritional Information table which suggests the amount of key nutrients in food that consumers need to monitor. It guides consumers as to what percentage of each nutrient they are eating per serving portion of the particular product. Care should be taken that an adult should not consume more of a particular nutrient in a full day.

Can you give us a couple of examples of Tiger Brands products which carry the Eat Well Live Well logo?
Tastic rice, Ace Maize Meal, Jungle Oats and Albany White Low GI bread.

What are you hoping to achieve by running the Eat Well Live Well campaign?
Tiger Brands takes seriously its responsibility to promote healthier foods and to educate our consumers to make healthier food choices. In so doing, we hope to empower consumers to make healthier food choices for themselves and their families.

Click here to read the full interview on the getclosure website.