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imbibeinc.com
How Sweet is Our Future?
Andy Dratt
Chief Commercial Officer
March 2019
South by Southwest
#SweetSipsSolves

What We Do & Why We Care About Sugar

Overview
SUGAR EVOLUTION
• • • • •
SUGAR REVOLUTION
• • • • •
SUGAR RESOLUTION

Sugar Evolution

Sugar: The Beginning
1747
1973
1870-1890 U.S. commercial sugar beet production
Sugar beet sugar = Sugarcane
1890s Cola introduced
1940s Sugar rationed
Wartime recommendations: none on fruits, none in desserts,
less in coffee and tea, use other sweeteners
Research on excess sugar
1970s Introducing: High Fructose Corn Syrup (HFCS)

“Hi” to HFCS
Made from corn starch
Cheaper than sugar
1½ times sweeter
Can replace fat
1970s

How Sweet It Is (Was)
56g
HFCS 2ND INGR.
22g
HFCS 2ND INGR.
22g
HFCS 2ND INGR.
5g
HFCS 2ND INGREDIENT
1920s
1947
1997
1955
1927

Drink Up

HFCS Consumption
62.5 62.2 62.5
60.6 59.6 58.9 57.8
55.9
52.7
49.7 48.4
46.7 45.8
43.7 43.4 42.5 41.4
39.8
0
10
20
30
40
50
60
70
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Per capita consumption of high fructose corn syrup
in the United States from 2000 to 2017
PERCONSUMPTIONINPOUNDS

Sugar, Sugar, [do do do do do do, aw] Honey, Honey
20 lbs
40 lbs
60 lbs
80 lbs
100 lbs
120 lbs
140 lbs
1820 1920 2012
U.S. SUGAR CONSUMPTION
They’re listed twice because the amount of sugar the average American consumes today is close to
double what was consumed in 1900 (and, you know, the song).

Sugar by (M)any Other Name(s)

Where is Sugar Hiding?
39g of sugar
in 12 oz. of cola
32g of sugar
in 2 pastries
>

UNDER
OVER
15g
22g
1 bottle
9g
1 ⅓ cup
22g
1 Container
48g
1 bottle
8g
2 tablespoons
6g
½ cup
16g
2 tablespoons
9g
1 cup
29g
¼ cup
Where is Sugar Hiding?

SCENARIO 1
4 Eggs 3 Slices of Sargento
Provolone Cheese
2 Apples
4 Clementines6 oz T-bone Steak
0g
Added Sugar
(1,874 calories)
20 Almonds 3 Medium Carrots
1 Cup Spinach
1 Cup Cooked Rice
Eating to 50g
1 Zone Perfect
Revitalize Energy Bar:
12g
1 Chobani Mint
Chocolate Yogurt:
8g
1 Mott’s Cinnamon
Apple Sauce:
13g
½ cup Del Monte
Sliced Peaches in Syrup:
8g
1 Quaker Blueberry, Banana,
Vanilla Bliss Overnight Oats:
8g
49g
Added Sugar
2 Bananas
Scenario 3
50g
Added Sugar
12oz Coca Cola
39g
4 Starbursts
11g
+
=
+
+
+
+
+
+
+
+
+
+
+
+
SCENARIO 2 SCENARIO 3
=
=
+

Drinking to 50g
Recommended Daily Value: 50g added sugar
⅔ Starbucks 16oz
Caramel Frappuccino
16oz = 66g sugar
1 ⅓ Wendy’s 20oz
FruitTea Chiller
20oz = 36g sugar
¾ Sonic Blue 20oz
Raspberry Frozen Lemonade
20oz = 77g sugar
or
=
or

Sugar Revolution

Sweet Escape
SUGAR COCAINE
Sugar is times as addictive as cocaine8

Sweet Release
“Sugar is also associated with many chronic problems that include decreased immunity,
some chronic infections, autoimmune diseases, heart disease, diabetes, pain syndromes,
irritable bowel syndrome, ADD, chronic fatigue, and candida.”
- Gwyneth Paltrow, GOOP Newsletter
• Intense cravings for sweet
• Intense cravings for other carbohydrates
• Irritability
• Depressed mood

What the F(ructose)
THE BITTER
TRUTH ALCOHOL
JUICE ≠
HEALTHY
BEVERAGE
2009

(Don’t) Get Your Juices Flowing
8oz SERVING
0g fiber
28g sugar
4 APPLES
17.6g fiber (4.4)
76g sugar (19)
8oz SERVING
0g fiber
22g sugar
4 ORANGES
8.8g fiber (2.2)
36g sugar (9)
8oz SERVING
0g fiber
36g sugar
80 GRAPES
1g fiber
32g sugar

Sugar Does What?
In addition to adding sweetness, sugar plays a complex role in a beverage matrix
SWEETNESS FLAVOR VOLUME TEXTURE SHELF LIFE FERMENTATION
FREEZING
POINT
DEPRESSION
COLOR
MOISTURE
RETENTION
Sweetness •
Interaction with other tastes
and flavors •
Bulking •
Solubility • • • •
Crystallization •
Effect of sugar and sweeteners
on pectin gel formation •
Particle size •
Viscosity •
Sucrose hydrolysis • • • • •
Water activity and its implications in
sugar-rich foods •
Fermentation feedstocks •
Browning reaction •

Sweet Slopes

2014: The First Soda Tax to Work
2014 • Mexico enacts a soda tax
• 12% decrease in purchasesS O D A
TAX

Coming to You in 2020
SERVINGS
FATS
ADDED
SUGAR
FOOTNOTE
NUTRIENTS
CALORIES

Sugar Resolution

A Focus on Health and Wellness
$800m in 2018 $40m in 2018 Sales +351%
2014-2016
FITNESS CENTER
MEMBERSHIPS UP 85%
2000-2017
$155 A MONTH
45% MADE CHANGES
TO IMPROVE HEALTH
IN 2017

Changing Tastes & Preferences
MINTEL* NIELSEN** IRI***
84% of Americans are limiting the amount
of sugar in their diet *
79% look at food and beverage
labels to find out the types of sugar
or sweetener used *
13% of consumers
say they follow a low
sugar diet**
45% of consumers check the number of grams of sugar
in a product before buying it ***
67% of parents say no to purchasing
products based on sugar content *
55% check what kind of
sweetener is used ***

Stop Kidding Yourselves
0g 0g 3g 4g 9g

Solution: Sugar Substitutes
Different REB types
Natural, non-nutritive sweetener option
Popular option for sugar replacement
Erythritol, Xylitol, Mannitol, Sorbitol
Bai 5 popularized erythritol
Lower cost
High intensity
NATURAL SWEETENERS SUGAR ALCOHOLS ARTIFICIAL
Natural, non-nutritive sweetener option
Monk Fruit is not a legal processing sweetener in some large global markets
Can’t be organic right now
Commonly paired with stevia
STEVIA POLYOLS
SUCRALOSE
ACE K
ASPARTAME
MONK FRUIT

Improves stevia taste
Sugar reduction
Masks undesirable off-notes
Reduces calories
Regional regulations (FMPs)
Stacking concerns
Cost
Evolving FEMA guidelines
Solution: Flavor Modulators & Maskers for Sugar Redux
BENEFITS CHALLENGES

ASK AWAY
Q & A
If you think of a question later, email:
adratt@imbibeinc.com

Thank You!
imbibeinc.com
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CONNECT WITH ME
Andy Dratt
Chief Commercial Officer
adratt@imbibeinc.com