Sharapova's lolly range 'smacks of irresponsible marketing'

Written By Unknown on Jumat, 11 Januari 2013 | 20.01

Maria Sharapova with her Sugarpova line. Picture: sugarpova.com Source: Supplied

Sharapova with the full range of sweets. Picture: sugarpova.com Source: Supplied

  • Tennis star Maria Sharapova releases lolly line
  • Range includes gummy bears, sour worms, gum balls
  • Slammed as "inappropriate" and "irresponsible"

MARIA Sharapova might be in Australia for the tennis, but she has another project up her sleeve - launching her "entirely inappropriate" boutique lolly line, Sugarpova.

With 12 flavours and lollies shaped as high heels, purses and tennis balls, Sugarpova is "a premium lolly brand that reflects the playful personality that is Maria Sharapova" - and has been created specifically with girls in mind.

"When I couldn't find what I was looking for in the marketplace, I decided to create the type of candy that girls like me crave. I wanted something that could bring the fun and passion of gummy candies to life, and be my own little project from start to finish," Sharapova said of the lollies, which carry names such as Flirty, Sassy, Cheeky and Splashy and have already been released in the US and UK.

But with a whopping 21 grams of sugar per serving (five pieces), are lollies the kind of thing sport stars should be spruiking?

According to athletes themselves, the answer is no. Last year, the University of Sydney released research which claimed that the majority of Australian athletes were unhappy about sports stars promoting junk food and alcohol.

"Maria Sharapova is a hugely influential athlete, admired by parents and children alike," Corrina Langelaan, campaigns manager for The Parents' Jury, an organisation which campaigns for responsible advertising and promotion of food and is aligned with the Cancer Council Australia, Diabetes Australia and The Australian and NZ Obesity Society, told news.com.au.

"She has a role to play in promoting healthy lifestyles and, with childhood obesity on the rise globally, spruiking a confectionary range smacks of irresponsible marketing."

By way of comparison, a 250ml can of V has 26 grams of sugar, and six pieces of Cadbury chocolate have 14.1 grams of sugar.

Maria Sharapova in action on the court. Picture: AFP Source: Supplied

Child psychologist Dr Justin Coulson said the move by Sharapova was "simply irresponsible".

"Sports stars have a disproportionately large influence on consumer behaviour, including that of children. So to be promoting an unhealthy habit like this seems entirely inappropriate. Surely she can come up with something that's good for people?" he said.

According to Jeff Rubin, the brains behind the brand, creating a healthy product is just plain boring.

"For me, someone who's been going to over 20 years of candy shows... we see different athletes at every show, selling an organic version of something or a healthy version of something or a natural version of something, when we all know that they all have sweet tooths and what they really love is gummies and sour," Mr Rubin told The Candy Industry.

"I've always had a sweet tooth. And I am not exaggerating one bit," Sharapova writes on the Sugarpova website.

"My earliest memory of candy is being a little girl back in Russia and asking my parents for a lollipop after a good practice on the tennis court. It was that little treat I looked forward to. And here I am many years later hoping to get a sweet treat after a good practice."

But Langelaan says this is where the danger lies.

"At worst, her range may mislead children into believing sweets should be a regular part of their sporting activity.

"Sports should be about healthy living. By marketing a 'dream candy line' and particularly encouraging its consumption after playing sport, Maria Sharapova is helping create an inevitable link between sports and junk food in the minds of children."

Zoe Bingley-Pullin, nutritionist and star of Channel 10's Good Chef Bad Chef told news.com.au that "at the end of the day lollies are lollies, they are all high GI foods which are going raise your child's blood glucose levels dramatically.

"If you want to give your kids' lollies don't be fooled by marketing. Find good alternatives, ones that are lower in sugar like the Natural Confectionary Company lollies. Use them as a treat, and pair one or two with low GI foods like some nuts, so you get more of an average" she said.

What do you think? Is the Sugarpova line an exercise in irresponsibility? Tell us below


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