Our Without “E” campaign
Rapid changes in life and globalization of food systems, put us in a situation where our menu increasingly includes foods rich in calories and low in nutrients, or contain many ingredients whose origin and meaning are unknown to us. This challenge can be answered if we remind ourselves that food is life, and the diet choice is the right of each and every one of us. As a company that has been in the food industry for almost a century, we decided to launch an interesting, somewhat provocative, but primarily educational and informative campaign called WITHOUT “E”.
“The aim of this campaign is multifold – to educate, to draw public attention to the importance of the ‘E’ label, which marks preservatives and other additives, but also to raise interest in products that are free of preservatives, artificial colors and other additives – products such as our Sirko and A la Kajmak”, “The aim of this campaign is multifold – to educate, to draw public attention to the importance of the ‘E’ label, which marks preservatives and other additives, but also to raise interest in products that are free of preservatives, artificial colors and other additives – products such as our Sirko and A la Kajmak”,
As part of the campaign, we remind consumers that additives are an integral and necessary part of a large number of food products. Namely, additives are substances that are not foods, nor their characteristic ingredients, but are added during production for better appearance, taste, smell, color, structure and durability. Applied according to current regulations, additives are often part of foodstuffs. Official regulations stipulate that all additives added to food are marked on the packaging of that food with the name of the category and their specific name, or “E” number. Recent research divides additives into “good” and “bad”, but the synonyms for this division are not “healthy” and “unhealthy” – but those that are not harmful and those that are. Therefore, it is important to keep in mind that not all additives are harmful, as well as the fact that a product without additives on the declaration – or without “E”, means that it is the least processed food.
Finally, the WITHOUT “E” campaign aims to point out that Sirko and A la Kajmak are brands that are a favorite of generations of consumers for a reason – because they are dairy products obtained from the highest quality milk from domestic farms, whose authentic tastes and traditional recipes are perfected by modern production processes that guarantee top food quality and safety, without preservatives, artificial colors and other additives.