Some health advocates are targeting sugar as the next bad thing to eradicate from our diet, Advertising Age reports. Big campaigns are coming that could make sugar public enemy number one. Industry experts point to new federal dietary guidelines due in 2015 that will likely contain lower estimates for sugar consumption.
Anti-sugar advocates also want the U.S. Food and Drug Administration (FDA) to consider adding a measure for the daily allowance of sugar, much like it has for salt and fat. And the Centers for Science in the Public Interest has filed a petition requesting the agency to come out with safe added sugar levels, especially in drinks. No word yet on whether the FDA will comply with the request.
Food makers are concerned that any restrictions on sugar may lead to reformulation of products. “These companies are certainly looking at the big picture,” said Lee Sanders, senior vice president of government and public affairs at the American Bakers Association. “Consumers like the products that are on the shelves, so that’s a hurdle if requirements change, and you want to make sure you’re being responsive to the consumers. Potentially, you could have a lot of new messages and concepts aimed at consumers.” (NACS: www.nacsonline.com)