Sugar on a food label can be confusing. Some occurs naturally in fruit, while other types are added during processing or substituted with sugar alcohols. Let's decode these differences so you can feel informed, empowered, and confident next time you browse the grocery aisles.
The First Step? Look for Added Sugars
The easiest place to start is the Added Sugars line on the Nutrition Facts panel. The FDA mandates that added sugars be listed separately, establishing a Daily Value limit of 50 grams per day (based on a standard 2,000-calorie diet).
However, if you want to optimize your well-being, the American Heart Association recommends setting the bar even lower: no more than 25 grams per day for most women and 36 grams per day for most men.
Naturally Occurring Sugar vs. Added Sugar
Fruit contains naturally occurring sugar. This appears under Total Sugars, but it never counts toward your daily limit as Added Sugars unless extra sweeteners are introduced during manufacturing.
This distinction matters. A snack made with real fruit tastes sweet because of nature—not artificial additives. For example, That’s it. Apple + Strawberry Fruit Bars are made with just apples and strawberries, and absolutely zero added sugars.
Conversely, added sugar hides under many names, including cane sugar, corn syrup, honey, syrup, dextrose, or fruit juice concentrate. The Added Sugars line instantly reveals if extra sweetness was manufactured into your food.
What are Sugar Alcohols?
Sugar alcohols are sweeteners often found in products labeled “sugar-free,” “keto-friendly,” or “reduced sugar.” Look for words ending in "-tol," like erythritol, xylitol, sorbitol, maltitol, and mannitol.
They are structurally distinct from both regular and fruit sugars. As the FDA notes, sugar alcohols are not fully absorbed by the body. Because they linger in the digestive tract, they can ferment and cause uncomfortable gas, bloating, or diarrhea for some people.
Sugar in Fruit Snacks and Cereals Can Be Tricky
This is where labels deserve a closer look. Products marketed as “made with real fruit,” “whole grain,” or “first ingredient” can sound reassuring, but they do not always tell the full story. In fact, data shared by Harvard Health notes that over 90% of popular cold cereals in the U.S. come preloaded with added sugars. Looking at both the ingredient list and the Nutrition Facts panel can help you better understand where the sweetness is really coming from.
Why It Matters
Front-of-pack claims don't always give you the whole truth. The best way to understand your food is to cross-reference those label callouts with the fine print.
For simple, fruit-first options you can always trust, That’s it. offers a completely transparent, clean lineup including:
The Takeaway: Not all sweeteners are the same. Check Added Sugars first, then scan the ingredient list. Those two simple steps give you total control over what you're eating.
