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Would that ice-cold bottle of soda taste as refreshing, knowing that it contains 65g (5 tablespoons) of added sugar? With a new US food-labelling policy set to kick in, public health groups are banking on the answer being “no”. Meanwhile, food companies hoping to keep customers happy are searching high and low for sweet new molecules.

How middle-class consumers 'manage' sweetness is becoming increasingly a divided issue whereby on one hand consumers view sweetened products as an important part of their lifestyle while on the other hand they view it as a potential threat to their health. Under pressure from a...