With extensive media coverage during the past decade relating to sugar and the onset of non-communicable diseases, it’s not surprising that “consumers are looking to reduce sugar intake,” noted Maria Mascaraque, global industry manager at London-based Euromonitor International. In her article titled “Sugar and Sweeteners: Consumer Priorities Triggering Change,” Mascaraque added: “As consumer attitudes increasingly see sugar as incompatible with health and wellness, brand owners are responding.”
As such, with its mission to take sugar out of society, New York-based Swoon, the zero-sugar beverage company founded in 2019, believes that healthy living starts by consumers replacing their favorite sugary drinks — without sacrificing sweetness.