We used to take our pure and natural seriously

What a world we live in. Natural additives like sugar are now being smeared as the very devil while we are being encouraged to drink nasty artificial chemicals instead. It reminds me of the time my Mum kept lecturing me on giving up butter, insisting that margarine was better for me. Years later when I had finally capitulated I had a sandwich at her house and commented on how nice it was. ” Oh yes,” she replied, “nothing tastes as good as butter.” ” What ?” I retorted, ” you spent years telling me that butter was bad for me and that margarine was better.” My health conscious Mum had the grace to look abashed. She admitted that she now believed that natural foods were better and that moderation was what was required not nasty chemical substitutes.
In New Zealand healthy used to equal pure and natural like in the above advert from the eighties. Academic activism and lobbying is turning sugar into public enemy number one. Why can’t they put less sugar in instead of substituting sugar for nasty chemical additives?

 Soft drink makers are heeding calls for sugar free options from consumers who are increasingly aware of the detrimental health impacts of sugar.

Industry giant Coca Cola on Thursday launched Coke No Sugar, the third sugar-free version of its classic drink, joining Coke Zero and Diet Coke.

Unlike its predecessors, Coca Cola claims consumers will not be able to tell the difference between No Sugar and the full sugar original.

“It still has sugar alternatives, it’s just a unique recipe” and one she said had the closest taste to the original Coke.

Coca Cola claims latest Coke No Sugar is its closest tasting sugar-substitute to Classic Coke

Coca Cola claims latest Coke No Sugar is its closest tasting sugar-substitute to Classic Coke

Like Zero and Diet, No Sugar had the same artificial sweeteners, aspartame, but without the distinct after taste, she said.

Coke claims that consumers would not be able to tell the difference between the two. So we put the claim to the test.

…Two who tasted the difference said the new Coke had a distinct taste of artificial sweetener. One could even smell the aspartame in No Sugar.

Auckland University of Technology marketing senior lecturer Sommer Kapitan said giving choices to consumers made it a win-win situation for Coca Cola even if the drinks tasted different.

…”We know consumers are constantly trying to find new and different ways of reducing the amount of sugar they eat and drink … Kiwis want options and this is us actively encouraging them to choose no sugar,” she said.

Kapitan said as more people associate sugar directly with addiction and obesity, then a brand must provide alternatives to retain customer loyalty.

“Sugar is a no-go now. The more it’s talked about, that sugar is linked to obesity, the more consumers demand food and drinks with less sugar. So a smart brand responds to that demand with sugar-free options,” Kapitan said.

…New Zealand is one of the first countries in the world to launch Coke No Sugar.

 – Stuff

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