Week 20 Roundup

Replacing refined sugar, the first pumpkin recipe of fall, and some big news in the protein world.

The Bitter Truth About Refined Sugar

Refined sugar, often sourced from sugar cane or beets, is a heavily processed carb stripped of its natural fiber and nutrients. This processing means it is digested rapidly, providing calories without a feeling of fullness, which can lead to overconsumption. The health consequences of a diet high in refined sugar are significant and well-documented, with strong links to a higher risk of obesity, type 2 diabetes, heart disease, high blood pressure, and chronic inflammation. Beyond metabolic issues, excessive intake is also associated with tooth decay, nutrient deficiencies, and even depression. Some studies have even likened its effect on the brain’s reward system to that of addictive drugs, as it can release dopamine and intensify cravings.

This growing awareness has ignited a renewed focus from both the media and a wave of CPG startups aiming to disrupt the food industry. The global market for sugar-free foods was valued at over $48 billion in 2025 and is projected to continue its strong growth trajectory. In response, consumers are increasingly turning to healthier alternatives. These range from traditional, natural sweeteners like honey, maple syrup, and date syrup to modern, zero-calorie options such as stevia, monk fruit extract, and erythritol. This consumer-led shift is compelling both incumbent giants like Nestlé and innovative startups like Smart Sweets, Poppi, and Lily’s to reformulate products and develop novel sugar-reduction technologies, signaling a permanent change in how we approach sweetness. While many will argue that artificial sweeteners are just as bad, most of the cited studies on their effects are done at unreasonably high concentrations in small animals and are not accurate for normal levels of human consumption. See my Week 9 Roundup for more information on artificial sweeteners. Regardless of where you stand in that debate, reducing refined sugars is important and with so many companies focused on this, there are more tasty and satisfying alternatives than ever before.

Recipe of the Week

Protein Pumpkin Chocolate Chip Muffins

• 1 cup (100g) rolled oats, blended

• 1 cup (244g) pumpkin puree

• ¼ cup unflavored greek yogurt

• ¼ cup maple syrup

• 2 eggs

• 2 scoops (50g) vanilla protein powder

• 1 tbsp pumpkin pie spice (cinnamon, allspice, nutmeg, ginger, cloves)

• 1 tsp cinnamon

• 1 tsp baking powder

• ½ tsp baking soda

• Pinch of salt

• ½ cup (75g) chocolate chips

Blend oats in a blender or food processor. Combine with other dry ingredients (protein powder, spices, baking soda, baking powder, salt) and mix. Add in wet ingredients (eggs, pumpkin puree, greek yogurt, maple syrup) and stir until smooth. Fold in chocolate chips and pour into a lightly greased muffin tin. Bake at 350 degrees for 25-30 minutes or until a toothpick inserted comes out clean.

Notable & Newsworthy

• Bloom set to hit 100 million cans sold next week, just over a year after the launch of sparkling energy and months after Bloom pop

• Built, protein puff and bar company that has exploded in recent years, is exploring a possible $1B+ sale of the brand

• Barebells is launching protein soda line with 10g whey protein and 200mg of caffeine

• Poppi gears up to launch in the UK early 2026 with help from PepsiCo’s partner Carlsberg Britvic

• Kylie Jenner’s RTD vodka beverage company Sprinter raised $4M from investors

• Equip Foods unveils a brand refresh as it plans to enter retail

Podcast of the Week

Lipstick on the Rim - Goodles Is Serving Nostalgia–with a Side of Nutrition

• Apple Podcasts

• Spotify