Illovo Sugar Limited has urged its customers to extend sugar use into other meals other than tea and porridge.
Speaking during the 2022 Everyday Chef competition launch which took place at Mount Soche Hotel in Blantyre, the managing director of the company, Lekani Katandula, said the approach will be a win-win situation for both the consumers and the company.
“We want to celebrate the various ways that sugar can be used. Looking across the world we see that there are many more uses of sugar and also we want our consumers to explore and see what more people can do with sugar. We are giving the entrepreneurs a platform to showcase what they can do,” He said.
Among others, the launch was dominated by a cooking competition where the contestants used sugar to prepare different meals. The winners got away with different prices ranging from money and other items. Illovo pledged to continue with the cooking competitions to be done weekly with different prizes to be given away to the winners.
“In the upcoming weekly draws, the winners will be getting prizes like cookers and microwaves. At the final cook-off, the ultimate winner will get K5 million the runner-up K2 million and the third-placed will get K1 million,” added Katandula.
The company said it will continue offering promotional services as a way of engaging with its customers.