Our Motivation

Silvio und Ludwig am Berg

Sugar withdrawal! Many people already know how harmful industrial sugar is to the human body. Industrial sugar has been linked to obesity, tooth decay, depression, dementia, muscle wasting, and a number of other diseases. Many people have also tried to seriously cut out industrial sugar, sometimes more than once. Many also know that industrial sugar contains neither vitamins nor minerals—unlike fructose, which is found in fruit. Fruit also provides a range of essential nutrients, and the fructose it contains is metabolized slowly by the body and broken down gradually, unlike industrial sugar. Industrial sugar causes unwanted spikes in blood sugar. The brain also obtains the glucose it needs from proteins metabolized in the liver.

For all these reasons, we must learn to cut out sugar. Ludwigs founded the food and beverage brand F*** THE SUGAR to offer an alternative to ingrained dietary habits. 

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