Corn Syrup by Any Other Name (Please)

Now that high fructose corn syrup has officially been smeared by everyone from foodie guru Michael Pollan to political prankster Stephen Colbert, the business brass behind the maligned sweetener has gone into identity crisis mode … and emerged with a bold new rebranding campaign.

But will the FDA buy it? That remains to be seen, but meanwhile, get used to hearing about the virtues of “corn sugar.” –KA

Salon:

But while it could take the FDA two years to rule on whether corn syrup can self-identify as corn sugar, Corn Mellencamp or just a mysterious, sexy glyph, the image overhaul has already begun in earnest. You may already have seen the two new ads, both of which feature smiling children, fields of corn as high as an elephant’s eye and nary a whiff of aggressive agribusiness.

The experts at CornSugar.com would furthermore have you know that, in the words of the Jesus and Mary Chain, they are just like honey. “A sugar is a sugar whether it comes from corn sugar or cane sugar. All are safe and natural. Your body can’t tell the difference,” they explain on their abundantly verdant Web page. Oh yes, by all means, leave the decision-making to our indiscriminating bodies!

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