In January of 2007, the company switched from high fructose corn syrup to cane sugar. Though it cost the company over one million dollars to alter its machinery, CEO Peter van Stolk defended the new sweetening agent, “because it tastes better and they [consumers] feel better about it because it’s pure; it’s sugar. They know what it is.”
Though there has been a controversy over a link between high fructose corn syrup and obesity, van Stolk is a CEO who has little interest in babysitting his clients. Instead, his rationale for the switch was simple: he saw that his customers had been demanding a change in the product, so to make more money, he gave them what they wanted. The company’s entire product is now made with natural cane sugar, and they have managed to limit the rise in price to a modest five percent.