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Seven Nascent Brands Form New Alliance To Limit Sugar Consumption

January 24, 2022: 12:00 AM EST
The Alliance to Control Excessive Sugar is a joint project from seven emerging brands: Enlightened, HighKey, Koia, Lemon Perfect, Olipop, Super Coffee and Three Wishes. ACES is looking for other brands to join, to help its mission to encourage consumers to choose products containing zero-calorie sweeteners, like stevia and monk fruit. The ACES chair, Jimmy DeCicco, Super Coffee’s CEO, says that aim is to convince consumers that low-sugar food and beverages don’t necessarily have to be low in taste too. The coalition claims to have removed 34 million pounds of sugar from products, but that’s just a small fraction of the 84 billion pounds consumed by Americans in 2021. Consumers can apply for product discounts and suggest brands that might want to join. One of the brands, HighKey from Orlando, Fla., manufactures low-carb cookies, cereal and baking mixes, and Three Wishes from New York makes grain-free ready-to-eat cereal.
Monica Watrous, "Emerging brands form alliance to reduce sugar consumption", Food Business News, January 24, 2022, © SOSLAND PUBLISHING COMPANY
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