Consumers are paying more and more attention to what’s in their food. The Sugar Association President and CEO Courtney Gaine says unfamiliar sugar substitutes are getting more scrutiny from consumers. “I think we’re heading to a point people are seeking out sugar because it is a familiar ingredient that they trust.” At the American Sugarbeet Growers Association, Gaine announced a marketing campaign in two test markets promoting the benefits of ‘real’ sugar. “Consumers want to know where food comes from and sugar is positioned really, really well; with some education, I think consumers will feel more confident about sugar.” Research has found it resonates with consumers if they know sugar comes from plants and grown on a farm.
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