Seattle-based Jones Soda Co., which, like most manufacturers of soft drinks, switched from cane sugar to high-fructose corn syrup for cost reasons, will switch back to the real stuff in 2007, with the complete product line, including its non-soda drinks, reformulated (re-reformulated?) by summer.
Jones CEO Peter van Stolk, on the change:
It’s better for you, it’s better-tasting and, overall, it’s better for the environment.
Jones Soda is a treat. It’s an indulgence. If you are going to sell a treat, you should make people feel good about it. Pure cane sugar has a different taste. It’s a cleaner taste, and people feel good about it. It’s a little thing. But in the beverage industry, it’s really challenging to do.
And you gotta believe a guy who can sell sodas in Green Bean Casserole and Turkey & Gravy flavors knows from “different taste,” right?
My one regret, of course, is that Jones, all by itself, isn’t big enough to persuade the government to abandon sugar-price supports.