The problem of reducing the sugar content of sugary foods is presented from the food manufacturer's point of view. The distinction is made between the need for artificial sweeteners and the more pressing need for bulking agents with at least some of the technological properties of sugar. In view of the considerable sales success of sugarless confections, accounting for over an estimated 30,000,000 lbs. of sorbitol per annum, the clouded prospect for more general sugar substitution in other food categories is discussed with especial reference to the consequent problems in product claims and nomenclature, and the enormous expense of proving safety and dental claims. Finally, an overview of the competitive consumer and regulatory pressures is given, with an urgent appeal to the dental profession to take the initiative for guiding the food processor to dentally improved foods.