And why does this make people buy cereals and feel smug about them?
You know what evaporated cane juice is? It is sugar. That is all. Because, when you harvest sugar cane, you get this gloppy liquid, and then you pass it through some evaporators, and you get sugar.
It's not even a creepy substitute, or a different process. Evaporated cane juice is just sugar. Plain old sugar. It is not better or worse for you than sugar, because, again, it is sugar.
But I think marketers are successful with this stratagem, which does nothing but make me shake my head.