^ Mathilde Langevin. Unsplash. 2021.
Sugar, added sugar, and sugar-free are trending topics in the health world today. Sugar has been around in many forms since at least 8000 BC. Since then, its developed greatly.1 This sweet product is documented all through history since its discovery. Today, many argue about its impact on health and wellness.
In the current century, many sugar alternatives were used due to wars. Rationing became necessary. Sugar was the first food rationed during World War I. Americans sourced it from the Philippines which was blocked off throughout the war.2 Molasses was a product that gained quick popularity as a substitute for sugar. According to Sweets without Sugar by Marion White, molasses has a substantial amount of iron.3 Companies like Grandma’s Old Fashioned Molasses liked to highlight this quality calling molasses nature’s most nutritious sweetener.
After rationing ended, diet culture targeted Americans. This was especially true for women. In the 1960s, Pillsbury made a new calorie-free sweetener that could be used in place of sugar. It was listed as an option in most of their recipes. The product was called Sweet*10. It was from a chemical called Cyclamate. It’s eight times sweeter than regular sugar. Cookbooks included conversion charts in the front pages for using this new sweetener.4 Another similar product was Sucaryl from Abbott Laboratories. This one was available in both liquid and tablet forms.5
“There’s nothing to be gained by adding Sweet*10 to strawberries… except sweetness. Nothing else. No pounds. No ounces. No aftertaste. Sweet*10 has only one thing to give… pure honest sweetness. Isn’t that all you want with your strawberries? Sweet*10 gives a taste more like the sweetness of sugar than anything else you can buy. Look for Sweet*10 today in your favorite supermarket.”
– The Pillsbury Company, 1960s
In the 70s, brands like Sweet ‘N Low were advertised using supermodels and celebrities. For example, supermodel Barbara Minty endorsed Sweet ‘N Low, saying, “I switched to Sweet ‘N Low because I care.” 6 Marketing suggested that eating like a supermodel could make you look like one. People dreamed of perfect bodies because of these ads.
Shifting the focus toward today’s market, we see heavy promotion for natural sweeteners. There are calorie-free sweeteners like Monk Fruit and Stevia. Natural caloric sweeteners are things like honey and agave. From the dietitian’s perspective, use of whole, natural products to sweeten foods is a great choice. The key is moderation.
Two things need to be considered when caring for the public as a health professional. First, sugar, regardless of the form it comes in, can be a problem for our population that already struggles with overeating. Just because someone is using agave to sweeten everything doesn’t mean that is a healthy. Eating too much of any sweetener can lead to unhealthy weight gain. It can also lead to Type II Diabetes and other chronic conditions.
Second, promoting no-calorie sweeteners should be done with caution because body image is something most people struggle with. Now, we see influencers sharing their “what I eat in a day” videos. These tend to be very body focused. This feeds the mindset that “if you eat like me, you can look like me.”7 Sugar replacements appear in these videos frequently. As dietitians, our goal is to promote health to the general public in a personalized way. We should avoid demonizing sugar and focus on the bigger picture when sharing information. Moderation is key, regardless of how you approach nutrition.
We can learn from history of sugar that certain marketing messages stick. We see body image messaging across all sorts of sugar-alternative promotions. Another takeaway is that foods can often be swapped for other items. You might already have more options on hand than you think. This is a great way to make your kitchen more sustainable. We saw these sustainable choices in response to wartime rationing. Since importing sugar wasn’t an option anymore, homemakers chose alternatives. Next time you’re in the kitchen, think about all the great alternatives you might have to sugar. Health choices can be made in sustainable ways. It’s all about finding what works for you. Stay sweet!
References
1.Kurzer F. The life and work of Edward Charles Howard FRS. Annals of Science. 1999;56(2):113-141. doi:10.1080/000337999296445
2.Springate ME. Sugar: The first and last food rationed on the world war II home front. National Park Service. Accessed May 29, 2024. https://www.nps.gov/articles/000/sugar-the-first-and-last-food-rationed-on-the-world-war-ii-home-front.htm
3. White M. Sweets without Sugar. M.S. Mill Co., Inc.; 1942.
4. The Pillsbury Company. Calorie slim recipes: 172 low calorie recipes; Accessed May 21, 2014
5.Sucaryl. Calorie Saving Recipes for Foods Sweetened without Sugar. Abbott Laboratories; 1952.
6.Sweet ‘N Low and Butter Buds Promotional Materials, Ms2012-058. 1979-1985. Located at: Special Collections and University Archives, Virginia Tech.
7.Heiman T, Olenik-Shemesh D. Perceived body appearance and eating habits: The voice of young and adult students attending higher education. Int J Environ Res Public Health. 2019;16(3):451. doi:10.3390/ijerph16030451
