Fuziah said the campaign, aimed at raising awareness on the importance of healthy eating habits, would be drafted in collaboration with restaurant associations and industry representatives, Bernama reported.

The deputy minister held a “productive” engagement today with the stakeholders, including the Malaysian Indian Restaurant Owners Association (Primas), the Malaysia Singapore Coffee Shop Proprietor’s General Association, and the Malaysian Muslim Restaurant Owners Association (Presma).

“This initiative is being meticulously drafted to foster a healthier lifestyle among Malaysians, while also alleviating the financial burden of medical treatments and medications for diseases linked to unhealthy and imbalanced eating habits, particularly excessive sugar consumption,” she said.

Fuziah cited the 2023 National Health and Morbidity Survey, which found that 3.6 million people, or one in six adults (15.6%), in the country have been diagnosed with diabetes.

“The domestic trade and cost of living ministry appreciates the positive reception from all involved parties towards the ‘less sugar, lower price’ campaign, which will be officially launched soon,” she said.

According to a 2020 United Nations Food and Agricultural Organization report, Malaysians consume an average of 41.6kg of sugar a year, more than double the 18kg recommended by the World Health Organization.

In July 2019, the government imposed a 40-sen-per-litre excise duty on sweetened beverages containing more than 5g of sugar, or any sugar-based sweetener per 100ml.

Tebrau MP Jimmy Puah had called for the sugar tax to be raised given the amount of sugar Malaysians consume daily.

In April 2023, then health minister Dr Zaliha Mustafa said the ministry had developed a strategic plan to reduce sugar intake among Malaysians, which will be in effect until 2025. However, she did not reveal further details.