# Branded Health Coalitions Seven Emerging Brands Have Come Together to Form a Health Coalition ACES By Grace Mahas | Published 2022-02-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/alliance-to-control-excessive-sugar References: [sweetaces.org](https://sweetaces.org/)  In an effort to improve consumers' health, seven emerging food and beverage brands have recently joined forces to form a new health coalition ACES, the [Alliance to Control Excessive Sugar](https://www.trendhunter.com/trends/star-wars-tray). The brands include Enlightened, HighKey, Koia, [Lemon Perfect](https://www.trendhunter.com/trends/lemon-perfect-1), OLIPOP, [Super Coffee](https://www.trendhunter.com/trends/coffee-code), and Three Wishes. The goal of ACES is to educate consumers on the dangers of excessive sugar intake and increase the accessibility of healthier options -- without sacrificing taste. As an alternative to choosing between health and flavor, these companies use zero-calorie sweeteners and delicious, nutritious ingredients. “America’s go-to brands are loaded with sugar and unnecessary calories that make food and drinks taste good but at the expense of health and wellness,” says the Chair of ACES and CEO of Super Coffee, Jimmy DeCicco. “At ACES, we’re committed to showing consumers that there’s a better way – food and beverages that are low in sugar and don’t compromise on taste.” Image Credit: ACES ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 53% | Activity: 76% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Health-conscious Brand Coalitions:** Emerging food and beverage brands are joining forces to form new health coalitions, highlighting the opportunities for disruptive innovation in creating new food and beverage brands with a health focus. - **Zero-calorie Sweeteners:** The use of zero-calorie sweeteners in food and beverage products is a growing trend, presenting opportunities for innovation in the development of new sweeteners that incorporate healthy and nutritious ingredients. - **Nutritious Alternatives to Sugary Foods:** The development of nutritious, low-sugar alternatives to commonly consumed sugary foods and drinks is a trend that presents opportunities for innovation in the food and beverage industry. ### Who This Affects Most - **Food and Beverage:** In the food and beverage industry, innovative companies can develop new products that meet the growing demand for nutritious, low-sugar alternatives to sugary foods. - **Health and Wellness:** The health and wellness industry presents opportunities for companies to create new health-focused brands and products, as well as to educate consumers on the importance of a healthy diet. - **Marketing and Advertising:** Marketing and advertising professionals can develop campaigns that promote low-sugar, health-conscious brands and products, as well as educate consumers on the dangers of excessive sugar intake. ## Related on Trend Hunter - [Chronic Desease Advocacy Groups](https://www.trendhunter.com/trends/end-chronic-disease.md) - [Naturally Sweetened Sodas](https://www.trendhunter.com/trends/naturally-sweetened-soda.md) - [Blood Sugar Control Refreshments](https://www.trendhunter.com/trends/a1c-drinks.md) - [Health-Conscious Soda Lines](https://www.trendhunter.com/trends/no-cap-soda-pop.md) - [Functional Low-Sugar Candies](https://www.trendhunter.com/trends/oomph-sweets-chews.md) - [Unsweetened Soft Drinks](https://www.trendhunter.com/trends/unsweetened-soft-drinks.md) - [Low-Sugar Healthy Fruit Sorbets](https://www.trendhunter.com/trends/sugarreducing-technology.md) - [Low-Sugar Ice Cream Brands](https://www.trendhunter.com/trends/lowsugar-ice-cream-brand.md) - [Health-Focused Condiments](https://www.trendhunter.com/trends/healthfocused-condiments.md)