The demonization of sugar has given birth to the sugar reduction sector, and in the recent past, accelerated it. Mass media is replete with reports from anti-sugar evangelists and health campaigners. Politicians are cajoled into pursuing taxes. Big supermarkets, keen to be doing the right thing, have joined the bandwagon to stock reduced-sugar products. Research by Innova Market Insights indicates that over the past 10 years, there has been a significant rise in new products claiming to be ‘low calorie’, ‘low sugar’, ‘no added sugar’, ‘sugar-free’. In 2018, the market researcher found that 8% of all new food and beverage… Login to continue

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