Daddy has been working with CBA for nearly 15 years to “detrimentalize” sugar by reinventing it in his daily life. The goal? Emancipate it from its image as a commodity product by bringing it real added value. Listening to its target and as a brand that transcends generations, that speaks to everyone and that brings people together, it is important for Daddy to also think about future generations. Whether it concerns the respectful cultivation of beets, the fair remuneration of producers for their products or the intelligent reuse of wastewater, the exemplary brand had to be able to prove its virtuous behavior to its consumers. Daddy then decides in 2019 to offer a packaging offer that is more in line with an ecological approach.