AUSTIN, TX — A collection of better-for-you (BFY) food and beverage brands, including the cookie and cracker producer HighKey, have come together to focus on one mission: slashing sugar content.
A total of seven emerging brands have formed the Alliance to Control Excessive Sugar (ACES). Companies include HighKey, Enlightened, Koia and Ollipop, among others, all beloved brands that bring great taste and low sugar together in harmony in their respective products. Together, the companies have already removed more than 34 million pounds of sugar from the market.
The group’s goal is to remove an additional 157 million pounds of sugar from the market in the coming years, citing that Americans both knowingly and unknowingly consumed over 84 billion pounds of sugar in 2021. Hidden sugars and synthetic sweeteners, often found in low- or no-sugar products, can also still trigger an insulin release and alter gut bacteria, a negative impact of sugar consumption.
To educate consumers and provide them with better options, these companies are championing the benefits of zero-calorie sweeteners and delicious, nutritious ingredients, so they don’t have to choose between health and flavor.
“At ACES, we’re committed to showing consumers that there’s a better way – food and beverages that are low in sugar and don’t compromise on taste,” said Jimmy DeCicco, chair of ACES and CEO of Super Coffee. “Our combined impact is far greater than any single brand alone, which is why we’re banding together for the betterment of our community. This is just the beginning of a movement that we hope will soon pressure every food and beverage company to meet consumers’ needs of combining flavor with function and wellness.”
The organization has launched its website where people can learn more about its mission. It also plans to give away $1 million worth of discounts to consumers as an incentive to remove sugar from their diets. Consumers can sign up to receive a “passport” coupon book with $30 in savings on BFY products.
ACES is also issuing an open invitation to other like-minded brands to join their movement. Companies can sign up for consideration on their website.
