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SUGAR IN FRUIT COSTUME

Fruit juice concentrate

What it is

Fruit with the fiber and water stripped out until only the sugar is left, then listed so the front of the pack can say "sweetened with real fruit."

Why your biology objects

Removing the fiber removes the only thing that slowed the sugar down — what's left is concentrated free fructose (apple and pear juice are especially fructose-heavy), delivered to the liver as a bolus the whole fruit never would have produced.

Would your ancestors eat this?

Point your camera at any label and get the verdict in seconds. Coming to the App Store.

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