The assault on sugar continues. Food + Tech Connect’s latest U.S. Food and Beverage Startup Investment Report was released recently and reports on the continued decline of sweeteners in the American diet. It said that according to the USDA, per capita sugar consumption has declined for four straight years and is now at a 30-year low. What’s more, alternative sweeteners like stevia and monkfruit have not won over American taste buds. The trend is sparking startup activity as companies develop food and drink designed to replace sugary or artificially sweet items. It’s a trend to bear in mind as you develop dessert offerings and describe menu items. Ingredients that offer inherent sweetness – without any help from sugar, artificial sweeteners or even natural, low-calorie sweeteners – are more apt to win with consumers.