Sugar Smart Millwall are Sugar Smart Millwall Football Club has become the first in the EFL to actively support the national Sugar Smart campaign to encourage fans and local people to improve their health by cutting down on sugar. Steve Bradshaw, Millwall Community Trust CEO, said: "We are proud to be a part of this ground-breaking initiative, and Veronica Quinn, Head of Catering, Conferences and Events at the club, is the real heroine for helping make this happen.” Veronica Quinn said: "We are proud to be at the forefront of this campaign which will hopefully encourage our supporters and the people who use our facilities to think seriously about their health, and in particular the amount of sugar they are digesting in their food and drinks." As part of this campaign the club have agreed a three-point pledge to help raise awareness. Our pledges are: MFC installing new signage in the Family Stand that clearly explains sugar levels in drinks for sale on match days. We have introduced 10 pence 'sugar levy’ on all fizzy and high sugar drinks sold on match days. Eight pence from every 10p of the 'sugar tax' will be donated to the Millwall Community Trust to develop physical activity programmes for children in Lewisham which will help us tackle obesity and educate young children about adapting healthier eating habits. MFC will only serve fruit and low-sugar desserts at conferences and events on non-match days. Jo Ralling, Director of Sugar Smart and Partnerships at the Jamie Oliver Foundation, said: "Sugar Smart represents an opportunity for local boroughs and the community to get on board and really help make a difference. The Sugar Smart logo has a hidden teaspoon in it that reflects the hidden sugar that can be found in virtually everything that we eat. It’s brilliant that Millwall FC have come on board.” Being overweight and obese can have devastating effects on long term health leading to diet related disease including Type 2 diabetes, Strokes, Cancer and Heart disease. Sugar plays a large part in this and often people are unaware of how much they are consuming in modern convenient foods.