I think Coca-Cola provides a good example to illustrate your point. I remember being in a debate in another building on Parliament Hill six years ago. The chair had a can of Coke with her and she pointed out to me that it had 39 grams of sugar in the 355 millilitre can. It stuck in my mind.
I noticed recently that those cans of Coke now have 42 or 43 grams, so they have a little bit more sugar in them than they did five years ago.
I don't think anybody at Coca-Cola could have imagined that sugar would help people's health prospects, but they're making their drinks with lower-sugar sugars.