‘A spoonful of sugar helps the medicine go down’, sang the angelic Julie Andrews to a pair of wide-eyed children in the movie Mary Poppins. Julie’s advice must have enthralled the sugar industry, and set the hearts of marketers everywhere fluttering. Children as consumers represent a massive global market, and spearheading capitalism’s drive for the minds and money of children is the sugar and related sweeteners industry. At stake is an estimated global market projected for 2017 at $97.2 billion. A large slice of the forthcoming profits will be pocketed by the Fanjul Brothers, owners of Fanjul Corp, ‘which in 2010 comprised four raw sugar mills and 10 refineries in six countries, making them the world's largest refiner of cane sugar, producing 6 million tons of sugar annually' (en.wikipedia.org/).