Back to the Future with Sugar

More food manufacturers and restaurants are responding to consumer demand by working to re-introduce sugar, honey or other natural sweeteners back into soft drinks and food recipes in place of high fructose corn syrup (HFCS).  The scientific debate on whether corn syrup has a more negative impact on your health than sugar will rage on for years but in the meantime, another powerful force is driving this change - marketing and consumer perception. 

Many consumers, professional chefs and even some manufacturers are convinced, or are convincing that sugar is a more wholesome, natural and desirable ingredient.  Natural sugar is trendy again. In response, the Corn Refiners Association is seeking approval from the FDA to rename HCFS as “Corn Sugar” and is now running frequent television adds promoting the natural goodness of sweeteners derived from corn. 

Personally and based on the research I’ve read, I’m on the side of sugar.  But this could be a long, slow change process because HCFS is so deeply rooted in U.S. food production today - and the manufacturers and associations have very effective lobbyists to protect their interests.  At the end of the day though, the primary barrier to widespread replacement of HCFS by sugar will be the cost - sugar is a more costly ingredient, not to mention the costs that would be passed along by manufacturers to reformulate their brands with natural sweeteners.  This is the same, practical barrier to the growth of organic food consumption as well. If given the choice I’ll opt for products sweetened with sugar - that includes the ‘new’ sugar sweetened Coke and Pepsi products that are available on special occasions while the companies test for consumer demand and willingness to pay. 

In the mean time, the old adage “all things in moderation” applies here perfectly.  The perception of sugar as more wholesome doesn’t mean you benefit from eating more of it. Sugar is a sometimes food for me. I use stevia to sweeten my tea or berries.  Conversely, a little bit of corn syrup isn’t damaging to your overall health either.  However, consuming too much of either can be hazardous to your health no matter how you measure it.  I just hope that as part of this trend C&H sugar will resurrect their television ads from my youth - I remember that catch jingle well even today!