National campaign empowers consumers to achieve added sugars goals and build balanced diets

June 13, 2024 (Washington, DC) – To support Americans in understanding and achieving the Dietary Guidelines for Americans’ recommendation for limiting added sugars to no more than 10% of total calories, the Sugar Association is expanding its nation-wide consumer education campaign, alongside resources for registered dietitians, with the theme “Life is sweet, keep it balanced.”

The Sugar Association’s consumer polling has found that 81% of Americans feel it is important to know the intake guidelines for added sugars, but just 15% can accurately state the guideline. Once informed about the Dietary Guidelines recommendation, which is equal to 50 grams or 12.5 teaspoons of sugar per day in a 2000-calorie diet, 58% of Americans feel more confident in managing their sugar intake.

The consumer campaign and dietitian resources aim to increase Americans’ awareness of the guideline and their confidence in achieving it, including providing evidence-based information about the amount, purpose, and health impact of added sugars in different foods.

Sugar Association President and CEO Courtney Gaine commented:

“In a world where nutrition policy and guidance can too often lean toward extreme approaches, we aim to support achieving recommended sugar intakes through balance, because the evidence tells us that a balanced diet is a healthy diet. 

When consumers know the DGA recommendation to limit added sugars to no more than 10% of total calories, they have greater confidence in achieving that goal, and the Sugar Association is committed to providing the evidence-based information they need to do so.”

Thus far, the campaign has reached 41.6 million consumers nationwide through ad buys across major digital and social media platforms. Campaign materials invite consumers to learn more about managing sugar intake in healthy diets here.

An accompanying toolkit and resources for registered dietitians is available here.