From the 1950s to the 1970s, sugar was marketed as a healthy substance that would help curb hunger and boost energy.
A "pro-sugar" ad that appeared in the August 1964 issue of Time gave a "note to moms," explaining that drinks without sugar would not provide children with the energy they needed through the day's activities.
This form of advertising began in the 1950s when health researchers were spreading news that sugar was linked to weight gain. As a reaction to this "negative" news, the sugar industry increased its advertising budget.
In 1955, the Sugar Association also won an award for "Advertising in the Public Interest". Diet soda became popular in the mid-1960s, and the sugar industry opposed advertisements for diet drinks, stating that the beverage would not help customers lose weight, as the synthetic sugar "full sugar" methods. was not active and satisfied.
The pro-sugar ad campaign was based, in large part, on a health concept called "appestat," which was defined by a nutritionist in New York City for the book Weight Loss in 1952.
The concept explained that a "person's appetite-regulating mechanism" can leave him unsatisfied after a meal, making the person more likely to overeat. Sugar was believed to be able to "turn off" hunger while providing the body with energy.