|Chelsea sugar refinery near downtown Auckland on shorline - pix from flickr|
They have catchy commercials and sponsor a yearly show called NZ's hottest home baker. I've seen it the last 2 years. It is a really cute show and the contestants whip up all kinds of baked goods featuring Chelsea sugar products (of course). I get the urge to make muffins or cakes when I watch it - so the show is dangerous to your mid section.
I suppose that is exactly why cooking shows are so popular - people go out buy the ingredients and start bakin' up a storm... :)
Going to eat a muffin now - go bake somehing now yourself and have a good day...