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Gourmet News special issue for Summer Fancy Food Show 2016

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Page 131 of 185

GOURMET NEWS www.gourmetnews.com n JUNE 2016 n GOURMET NEWS 1 3 0 Newly Proposed Dietary Guidelines are Outing Sugar The U.S. Department of Agriculture has for the first time set daily recommended limits on the amount of sugar consumers should in- gest. This health emphasis on sugar reduc- tion has spurred development of sugar alternatives to combat America's growing di- abetes and obesity crises. The new guidelines advise Americans to consume no more than 10 percent of calories from sugars, less than 50 grams a day, a di- rection that should limit the consumption of staples like candy, soda and other heavily sweetened beverages like coffees and teas. Even many yogurt products, which are viewed as healthier, often fall outside of the 10 percent rule. The 2015-2020 Dietary Guidelines are released jointly by U.S. De- partment of Agriculture (USDA) and the U.S. Department of Health and Human Serv- ices (HHS) and revised every five years. Ultimately, the government decided it could no longer ignore a public health crisis. The recommendation to limit sugar intake comes at a time when nearly 10 percent of the U.S. population is diabetic and an addi- tional 80 million Americans are classified as pre-diabetic. Over the past five years, a growing body of evidence has linked high levels of sugar consumption to an increased risk of Type 2 diabetes and heart disease, even among Americans who are not over- weight or obese. Since 2008, Pyure Brands has been educating consumers, retail- ers and brands that their plant- based stevia sweetener, the first organic, non-GMO stevia on the market, is the ideal sugar reduction solution. Today, Pyure has helped lower the amount of added sugar in hundreds of products by 30 to 50 percent without a loss of taste or mouthfeel. Simply by substituting Pyure's tabletop stevia for sugar in morning beverages like coffee or tea, consumers can sharply reduce their sugar intake. For example, an average American drinks three cups of coffee each day, sweetened by two teaspoons of sugar, which means just by switching to stevia, an average coffee drinker can cut out 24 grams of sugar, or almost half of the recommended daily allowance of 50 grams (or just 12.5 tea- spoons). Pyure's tabletop stevia products received national distribution with Whole Foods Mar- ket in 2010 and Walmart in 2014. With a three-year growth rate of 348 percent, the company is now one of the largest suppliers of stevia in the country. The government's announcement is a har- binger of good things to come for Pyure. "The new dietary guidelines are great from a business perspective," explains Pyure Brands' Founder and Chief Executive Offi- cer Benjamin Fleischer. "More importantly, our products are a solution to a serious health problem. We know we are helping people." To learn more about Pyure Brands and its ef- forts to help reduce the amount of added sugar in the modern American diet, visit booth #1951 or go to www.pyuresweet.com.

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