US sweetener to receive branding makeover

A sweetening ingredient known in the US as ‘high fructose corn syrup’ could soon be rebranded to sound more appetising.

Food companies in the US including Corn Refiners Association (CRA) have requested the Food and Drug Administration for permission to change the name of the ingredient to ‘corn sugar.’

"Customers need to know what is in their foods and where their foods come from and we want to be clear with them," CRA president Audrae Erickson told the Guardian UK.

"The term ‘corn sugar’ succinctly and accurately describes what this natural ingredient is and where it comes from: corn."

High fructose corn syrup, a liquid alternative to sugar, is derived from corn kernels.

The ingredient is used in a range of bread products, prepared meals and sweets – however, US campaigns linking the corn syrup to America’s obesity issue have led to a decrease in the sales of products.

Last year, Starbucks removed the syrup from its bakery products. Sports drink company Gatorade has also cut back on its use.

The American Medical Association has called for further research into the use of the ingredient.

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