The Jaggery Scam.

Hello Broskiis!

Welcome to the thirty-eighth edition of Tastes Like a Cheat Meal. You can read the others here: https://newsletter.proskii.in/ & https://proskii.substack.com

Somewhere along the way. We collectively decided that if a food is brown...
It must be healthier.

Brown bread. Brown rice. Brown sugar.

And of course... Jaggery.

For years we’ve been told, “Don’t eat sugar”, “Eat jaggery instead.”

Almost like jaggery is sugar’s innocent cousin who has never done anything wrong.

But here’s the uncomfortable truth.

Jaggery is still... sugar.

Let’s clear something up.

Jaggery does contain tiny amounts of minerals like iron, calcium and potassium.

That’s true.

But the quantity is so small that nobody is realistically eating jaggery for those nutrients. You’re eating it because it’s sweet.

And nutritionally...

Around 90% of jaggery is still sugar.

Which means your body doesn’t suddenly treat it like a salad just because it came from a different source.

Think about how jaggery is usually sold.

“Natural.”
“Chemical-free.”
“Traditional.”
“Grandma approved.”

Sounds amazing. And technically, some of those things are true.

But somewhere between the marketing and the WhatsApp forwards...

People started believing that jaggery can be eaten without worrying because it’s healthy.

That’s where the myth begins.

Natural doesn’t automatically mean healthier.
Poison ivy is natural too.

Lovely scenes.

Not at all.

If you enjoy it. Eat it.
It tastes great.

It’s been a part of Indian food for generations.

The problem isn’t jaggery.

The problem is believing that replacing sugar with jaggery magically makes a dessert healthy.

Because calories don’t disappear. Sugar doesn’t disappear.
Only the colour changes.

Instead of asking...
“Is this made with sugar or jaggery?”

A better question is...
“How much sugar am I eating overall?”

That’s the question worth paying attention to.

Because whether it’s white sugar, brown sugar, honey, coconut sugar or jaggery...

Your body still sees a lot of it as... sugar.

There are no cheat codes here. Unfortunately.

When we started building Proskii, we knew one thing.

We didn’t want to replace one marketing gimmick with another.

We weren’t interested in saying, “Made with jaggery.”
Or, “Sweetened with honey.”

Just because it sounds healthier on the front of the pack.

Instead...

We focused on keeping added sugar at zero while making something that people would actually enjoy eating every morning.

No gimmicks.
No halo ingredients.
Just honest nutrition.

We’ve been dropping a few mysterious hints on Instagram lately...

A few of you have guessed it. Most of you haven’t. 😭

Let’s just say...

We’ve been spending the last few months working on something that a lot of you have been asking us for.

The first few samples are looking very, very exciting.

We’re not revealing what it is just yet...

But if you’ve been paying attention to our recent posts...

You might already have a pretty good idea. 👀

Stay tuned.

The wait won’t be very long.

Thank you for reading till the end, You’re a sweetu ❤️

Also thank you for subscribing to the newsletter, sweetu x 2 ❤️

We’re working hard taki AAP CEREAL CHUNO, HEALTH HALO MARKETING NAHI!!

See you next week :)