The Corn Refiners Association, which represents firms that make the syrup, has been trying to improve the image of the much maligned sweetener with ad campaigns promoting it as a natural ingredient made from corn. Now, the group has petitioned the United States Food and Drug Administration to start calling the ingredient “CORN SUGAR,” arguing that a name change is the only way to clear up consumer confusion about the product.

Will consumers swallow the new name?

The FDA could take up to two years to decide on the new name, but that’s not stopping the industry from using the term now in advertising. There’s a new online marketing campaign at http://www.cornsugar.com and on television. Two new commercials try to alleviate shopper confusion, showing people who say they now understand that “whether it’s corn sugar or cane sugar, your body can’t tell the difference. Sugar is sugar.”   You can watch the commercial HERE

Dumbing down a name isn’t clarification, its obscuring the fact, or in other words its tantamount to lying.

Have a great week!

-Katie 🙂