I thought the same thing about yogurt. The flavored ones have a lot of sugar and people I know say they want a less sweet version.

Then last week I met a man in the supermarket. We were both staring at various yogurts. I was comparison shopping; he was "spying" on the competition and the store. You see, he worked for a yogurt maker.

He asked me what I considered important and I asked him about reduced sugar variants. He said this topic came up over and over in market research. Customers demand reduced sugar. But when they do taste testing, most of those customers choose a product with mainstream sweetness. They want the idea of less sugar. But their tastebuds are not prepared for it.