Tate and Lyle has named broadcaster Melanie Sykes as the face and voice of its new 'talking packs' of sugar.
Selected packets of the company's cane sugar will link, via the Blippar app, to short videos of Sykes pronouncing and explaining the different types of sugar.
Tate and Lyle established the need for the talking packs after research found that 46 per cent of people in the UK do not know what Muscovado is (an unrefined, course dark brown sugar).
Sykes commented on the campaign: "I’m hoping that seeing my videos on Talking Packs of Tate and Lyle Sugars will give bakers and shoppers like me the confidence to pick up more than just a bag of their regular white sugar, and inspire them to be a little more creative in the kitchen."
Marion Bignone, at Tate and Lyle Sugars, said: “Tate and 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 per cent) would not 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.”