“The public now puts high-fructose corn syrup (HFCS) in the same category as trans fats: poison.”
So says nutritionist Marion Nestle in a post at her blog, Food Politic.
Wow. That’s a bitter pill for the corn-refining industry, given that every American consumes on average 60-plus pounds of the sweetener per year.
Thanks to governmental subsidies of U.S. corn and an import tariff on foreign sugar, HFCS is a cheap substitute used in the manufacturing of processed foods.
And it is in just about everything — not just the obvious culprits, such as pop, candy, desserts and fast food, but also supposedly healthy foods such as bread, yogurt, salad dressings, and cereal.
Read the label. HFCS is big business.
Lately, however, due to HFCS’s association with obesity, Americans are changing their preferences. Brands such as Heinz, Gatorade, Ocean Spray and Wheat Thins are being reformulated without it. Pepsi and Snapple are introducing HFCS-free versions. In fact, sales of HFCS-free foods are approaching $1 billion.
“Consumer demand for HFCS has dropped 11 percent, says a new report from the U.S. Department of Agriculture,” according to Virginia Sole-Smith in a post at Planet Green’s blog. “HFCS makers will also buy 13 percent less corn syrup this market year than they did at the highest point of corn syrup sales in 2001.”
The Corn Refiners Association is not too happy its product’s image has soured. It maintains HFCS is “just sugar,” and launched a $30 million campaign to “change the conversation.” (Watch the TV spots below.)
Interestingly, Al Ries (who along with Jack Trout, advanced the concept of brand “positioning”) says the problem may be the category name. In a recent article in Advertising Age, he notes that. “Even today, thanks to the objections of the Sugar Association, the FDA is resisting a simple name change from ‘high-fructose corn syrup’ to ‘corn syrup.’” (The Sugar Association, which positions sugar as “natural,” categorizes HFCS as a “man-made sweetener.”)
I’m always fascinated by commodities that run brand positioning campaigns, such as the California Milk Processor Board’s “Got Milk?” and The National Cattlemen’s Beef Association’s “Beef. It’s what’s for dinner.”
Which sugar is truly “natural?” Which is the least unhealthy “in moderation?” Is it corn, cane or beet? Bring on the Sugar Wars.

Look at the rear end of a vehicle. What do you see?
In a surprise announcement, corporate giants Coca-Cola and PepsiCo today announced a multi-billion-dollar merger of their soft-drink divisions.
If you spend in the neighborhood of $100 per pair of running shoes like I do, you may find the following statement by Dr. Daniel Lieberman, a professor of biological anthropology at Harvard University, disconcerting:




