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Consumer demand for different taste characteristics also in the spectrum of sweetness and heightened health consciousness led to the development of "whole sugar", a natural product obtained from sugar beet juice by drying in a special process. It contains minerals, trace elements and vitamins, and fits in with modem ideas of nutrition. Whole sugar is suitable for the sweetening of coffee, tea and deserts, but displays its taste advantages best in bakery and chocolate products. Whole sugar is already well known among Austrian consumers and enjoys a high repeat purchase rate. Efforts to introduce it in the international market have met with initial success. Now that whole sugar is available, many consumers and the media are adopting a new attitude to white sugar which continues to make its contribution to the agreeable taste of food products.