Mutya Buena has issued a bizarre apology on behalf of the Sugababes - while Sir Jacob Rees-Mogg has hinted he could hold them responsible for a spike in sugar consumption.
The bizarre turn of events unfolded after the iconic 38-year-old pop singer became involved in a campaign with sparkling drinks company DASH - who pride themselves on making soft drinks that are sugar free. Mutya - who has been a member of the chart topping band Sugababes since 1998 - teamed up with the company for a promotional sketch where she apologised for glamorising sugar in the 1990s and beyond.
But things took an unexpected turn when a DASH employee approached 54-year-old politician Rees-Mogg to suggest the Sugababes really could have been responsible for sending sugar consumption in the UK skywards. Instead of seeing through the prank, Rees-Mogg took the information on board and confessed he found it potentially convincing.
The drama unfolded when Mutya appeared in a promotional clip on her Instagram grid where she joked: “Hey guys, it’s me. Mutya. I just want to address a few things I’ve seen online about me, as loads of you have messaged me about what’s happening with me and the band. Now, I want to apologise. For ages, I’ve been accidentally promoting sugar by being a member of the globally successful band that had the word sugar in it.”
Mutya Buena jokingly apologised for promoting sugar through the Sugababes (YouTube)
Conservative MP Sir Jacob Rees-Mogg declared a graph showing an increase in sugar consumption against Sugababes sales as 'relevant' (Getty Images)She added: “We made people think sugar was cool, but it really, really, really isn’t. And you know what? I get it now. Sugar is not cool and now I can confirm I am a changed woman. So I hope you find it in your hearts to forgive me. And once again, I am truly sorry.”
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The announcement almost backfired on her fans who feared she was declaring an intention to quit the Sugababes - like she did in September 2005, 14 years before the original line-up reformed in 2019. One stressed fan commented on Mutya’s Instagram post to state: “Nearly had a nervous breakdown that she was leaving again.”
Another typed: “GIIIIIIIIIIIIIIIIIIIIIIIIIIRL, don’t SCARE ME like that!!!” And a further fan wrote: “Wait sis what u mean sugar isn't cool. Ya'll ain't breaking up again are you? Cos I can't cry again” - prompting Mutya to respond directly to the concerned fan to clarify: “noooo lol.”
But events took a bizarre turn when the makers of DASH pranked Conservative politician Sir Jacob Rees-Mogg by confronting him at his constituency surgery. A member of the DASH team approached the 54-year-old MP to claim the Sugababes had caused a spike in public sugar consumption. Feigning concern, the employee showed Rees-Mogg a graph, saying: “This is a graph of the consumption of sugar against record sales of the Sugababes. Having a group of young women who appeal to young people being called the Sugababes and glamorising sugar in this way, I think could really be contributing to the consumption of sugar.”
Studying the graphs, Rees-Mogg declared the findings were “fascinating” while the DASH employee pressed on. He said: “I grew up in the 90s and I remember how big the Sugababes were and how much of a cultural impact they had for people of my generation.” Rees-Mogg then confessed: “I’m a bit older than you. I’ve never heard of them.”
However, the Sugababes could become an unexpected target of the government as the politician confessed the information provided was “relevant”. The DASH employee proposed that the Sugababes could become as reviled as the Marlboro Man or 'cigarette babes' and Rees-Mogg declared: “I think what you’re saying is relevant and important. I think the question is what do you actually do about it?” He added: “I think it’s very interesting and thank you.”
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