Imbibe will be closed on October 3, 4, 17, 18, 25, and 26. Please expect delays in responses during this time.

Sweetness Without the Sugar

The old sayings “let thy food be thy medicine” and “you are what you eat” ring truer than ever for consumers. After years of nutritional research and recommendations, consumers have learned that there is no one-size-fits all solution to better health, but limiting sugar, sodium and saturated fat is a step in the right direction.

Over the last decade, sugar has become public enemy number one. However, discussions about the harmful effects of sugar date back to the 1960s. Deaths from cardiovascular disease were at an all-time high, which researcher John Yudkin linked to increased sugar consumption. During that time, though, there was greater support for research by Ancel Keys who declared fat as the cause of the deadly disease. Keys research was so influential that the first USDA dietary guidelines for Americans essentially recommended reducing fat consumption and replacing it with carbohydrates. Yudkin’s message wasn’t entirely overlooked, though, as the USDA recommended limiting sugar intake because of its link to tooth decay.

Read the full article in Food & Beverage Insider.

Keep Reading:

A First Look at What’s on Deck at SupplySide 2026 Booth 2045

SupplySide Global will be here before you know it, and we're putting the finishing touches on what you'll get to taste, see, and dig into at Booth 2045.
READ MORE

From the Bench to the Brief: Imbibe’s Lauren Senne on the Science Behind Great-Tasting Beverages

The conversation goes deep on the technical realities most founders don't encounter until they're already mid-formulation, like how taste modulation works at the receptor level and why sugar reduction changes more than sweetness.
READ MORE

#TrendSpotting: The Cloud Effect

Consumers are chasing a particular kind of texture: light, airy, whipped. The word "cloud" just happens to be what the culture reached for to describe it.
READ MORE

Notice: Holiday Closure

Imbibe will be closed April 2, 3, 8, and 9. Please expect some delays in our response during these dates.

Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.