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Most companies define success simply in terms of quantity sold and profit margin. they choose ingredients based on how they contribute to velocity and profits. that’s why you see so much sugar and diet sweetener in food and beverages - it’s easy to make products that satisfy our craving for sweetness. unfortunately, the more sugar and diet sweeteners we consume, the less healthy we become. At hint, we think it’s wrong to play to unhealthy cravings and justify what you’ve done by saying “it’s what consumers want.” if you’re willing to work hard, it is possible to make products that satisfy and delight consumers while enabling them to be healthier and happier. that’s what we do every day.