I’m trying to cut down on sugar. So I only eat products with evaporated cane juice. Which seemed good, until the FDA ruled that food makers must call evaporated can juice by its more common name. Sugar. (What’s key to notice here is that the companies using the evaporated cane juice label are the ones that position themselves as being the healthy choices.)

+ John Battelle talks to Jordan Shlain about the FDA’s new food labels: The World’s Biggest Industry Just Got Served.