> They assumed consumers make rational decisions. Maybe they believe that low-fat sugar and simple carbs is worse for you than sugar and carbs combined with fa

> They assumed consumers make rational decisions. Maybe they believe that low-fat sugar and simple carbs is worse for you than sugar and carbs combined with fat, due to the lower glycemic index? (Obviously not, but the biscuit maker is guilty of jumping in on the sugar-industry nonsense dietary advice that fat is the only bad thing, and should be replaced with sugar).