Oroweat Takes Sides Against High Fructose Corn Syrup

(MoneyWatch)  In response to customer demand, Texas-based breadmaker Oroweat has become the latest company to eliminate high fructose corn syrup from all of its products.

"We continuously monitor studies regarding HFCS and its health implications," said Oroweat Marketing Director Dan Larson. "Even though there are differing opinions among the experts, more and more of our consumers have told us they do not favor high fructose corn syrup. It was a significant project, and we're now pleased to provide our products without HFCS."

HFCS is still a major sweetening ingredient in a huge variety of products, from soft drinks to ketchup to bread, but an increasing number of companies are offering HFCS-free products, if not eliminating the ingredient altogether.

Kraft this year took high fructose corn syrup out of its Bullseye Barbecue Sauce. And Texas-based chain Jason's Deli announced in October it was removing HFCS from all of its food products; its website is also polling customers on whether they would prefer to see HFCS removed from beverages as well.

The trend clearly has the Corn Refiners Association worried; they've been running a multimillion-dollar ad campaign to convince the public that high fructose corn syrup is no less healthy or natural than sugar.

Critics have called the campaign deceptive, and CBS News found that studies cited by the campaign were largely funded by food and beverage companies with a financial stake in the matter.