Humans are simple creatures. It's hard for us to focus on more than one thing at a time. And in our fast-paced world of constant stimulation, fuelled by social media, we are very easily distracted.

When it comes to food and health, that means the simple messages are the ones that tend to get the most cut-through. It's been the case with sugar. Most of us know, by now, that cutting down on sugar is a good thing; we are probably trained to look for it when we shop. We're tuned in to messages about low-sugar, no-sugar and naturally sweetened