High fructose corn syrup won't get a wholesome new name after all.
The Food and Drug Administration on Wednesday rejected the Corn Refiners Association's bid to rename its sweetening agent "corn sugar."
Given the sweetener's bad reputation in recent years, the association submitted an application to the agency in 2010 to have the product renamed on nutrition labels.
But the FDA said that it defines sugar as a solid, dried and crystallized food – not a syrup.
Separately, the Corn Refiners Association has also been running a marketing campaign to explain that its syrup is actually a form of sugar and has the same nutritional value as the familiar white, granular table sugar that consumers are familiar with.