Sugar producers thought they had escaped Robert F. Kennedy Jr.’s Make America Healthy Again agenda.

After all, the health secretary had spent much of his time fighting things like pesticides, seed oils and colorings. If anything, his criticism of high-fructose corn syrup could have benefited sugar consumption.

But Kennedy has now added sugar to his list of targets, calling it “poison” in late April. His comment was a talking points for the sugar industry when traders met last week for an annual dinner in New York and candy makers gathered in Indianapolis for the Sweets & Snacks Expo.

“We’ve got sugar being chastised again,” Jose Orive, executive director of the International Sugar Organization said in his speech at the Sugar Club’s 75th dinner. “We’ve got politicians calling it poison. We’ve got all kinds of attacks coming every which way, based on totally groundless claims about what our product represents.”

Kennedy is preparing to release his first MAHA commission report on Thursday. The sugar industry will no doubt be watching. Demand is already under pressure due to inflation and the spread of weight-loss drugs. Companies including Oreo maker Mondelez International have already said consumers are pulling back on snacking to prioritize grocery necessities.

The Health and Human Services Department didn’t respond to a request for comment.

Until now, the sugar industry had been somewhat spared from a huge decline in consumption of caloric sweeteners. While annual per capita consumption in 2023 was 21% lower than in 1999, the decline was driven by corn syrup, according to the US Department of Agriculture. Sugar consumption per capita actually grew about 1% in the period.

That could all change. Consumers associate sugar with obesity, with a survey by the International Food Information Council finding that “fresh” is the most common criteria used to define a “healthy” food, followed by “good source of protein” and “low in sugar.” About two-thirds of respondents say they actively limit their sugar consumption.

“People are already looking out for how much sugar is in different foods, and if you have a health secretary making comments about sugar, that adds to the awareness,” said Stephen Geldart, the head of analysis at sugar trader Czarnikow.

In Indianapolis, candy makers defended themselves, albeit in a more reserved manner. Companies repeated that their sweet treats should have a place in American diets as long as they are consumed in moderation.

“It’s a sweet indulgence that you have once in a while,” said Matthew Nourmand, the chief marketing officer and partner at Long Island-based food distributor Galil Brands who says he doesn’t necessarily disagree with Kennedy’s broader stance on sugar. “When you consume it like that, there’s nothing wrong with it.”

Sugar, produced from cane or beets, is one of those ingredients that “can’t be banned,” Kennedy said in April. Still, the health secretary’s moves could significantly impact consumption.

He has pushed states to submit waivers to the USDA to remove sodas from the Supplemental Nutrition Assistance Program, which provides assistance to low-income families. On Monday, he scored a win as Agriculture Secretary Brooke Rollins approved plans by Nebraska to remove soda from the food stamps.

Kennedy has also called for “adequate labeling.” A Biden-era US Food and Drug Administration proposal to require a simple, front-of-package nutrition label is currently under consideration — something that health groups have long advocated for, with countries like Mexico already using the strategy to reduce sugar intake.

The candy industry says the bigger issue lies with sweeteners hidden across the American food supply. Still, studies show that excess consumption of both sugar and high-fructose corn syrup is linked to higher rates of obesity and heart disease. While the corn-based sweetener has been linked to higher inflammation than sugar, both have similar adverse health impacts.

“From a transparency standpoint, everyone knows that chocolate and candy contain sugar,” said Christopher Gindlesperger, the National Confectioners Association’s senior vice president of public affairs and communications. “That’s very different than what the secretary was talking about in his comments.”

The food industry is worried. Americans consumed 50 grams of sugar per day in 2023, far above what the American Health Association recommends — and there a myriad of ways that figure could drop further.

Czarnikow, the sugar trader, is already preparing for lower consumption. It expects demand in the US to drop 2.2% in the 2025-26 season, largely driven by weight loss drugs. Kennedy could amplify that.

Kennedy’s appointment “greatly increases the likelihood that numerous positions until recently considered ‘fringe’ gain legitimacy,” said Frank Jenkins, who has traded in sugar markets for over 40 years and is the president of brokerage JSG Commodities.

“Sugar’s not poison, it’s just not,” said Kirk Vashaw, chief executive officer of Spangler Candy Co., the maker of Dum Dums lollipops.