A food fight has erupted between powerful Big Sugar lobbyists and public health advocates on the heels of the Food and Drug Administration’s proposed change to nutrition labels to include the amount of “added sugars” present in food.

Scientific studies increasingly are finding links between sugar consumption and chronic diseases such as obesity, diabetes, cardiovascular disease, and hypertension. With public health at stake, advocates say, consumers need to be informed of what is being introduced into their food.

“Food producers and others that represent sugar interests are robbing us of this information that we should have access to, they’re robbing us of our health,” said Gretchen Goldman, an analyst at the Union of Concerned Scientists. “People have a right to know how much sugar is in their foods.”

The inclusion of added sugars appears to be a jab from the FDA at food manufacturers, whether the agency intended for it to be or not. Other measurements on nutrition labels—calories, fat, sodium—are passive: They simply state how much is in the food. But the added sugars measurement is active: It implies that the company the consumer is purchasing from has included something that could be dangerous in high doses over the long term.

Food business groups argue that a gram of sugar, natural or added, is a gram of sugar—so why distinguish it?

“There is no chemical difference between naturally occurring sugars or added sugars, and…there is no scientific evidence that added sugars are linked to obesity or other chronic diseases,” said Lee Sanders, a spokeswoman for the American Bakers Association.

But foods containing added sugar are among the most unhealthy, supporters of the FDA proposal say, and more information is a good way for consumers to be more conscious of that.

“The food industry response has said that the body doesn’t distinguish between added and natural sugar, and that’s true…but we do no harm by limiting added sugar, and we know it’s a good way to limit calorie intake. It seems to be a logical step to include added sugars on the label,” said Rachel Johnson, a spokeswoman for the American Heart Association and a professor of nutrition at the University of Vermont.

The American Heart Association, which supports the label change, came out with a scientific statement in 2009 that recommends no more than six teaspoons of sugar a day for women, and nine teaspoons a day for men, citing the body of evidence that connects high intake of sugar to health problems.

Big Sugar, advocates say, is employing strategies reminiscent of Big Tobacco in its heyday.

“[They’re] different players, but it’s the same game,” Goldman said. “We’re seeing the exact same tactics that Big Tobacco was using. They’re trying to manufacture doubt in the science, they’re trying to pay their own experts to carry their talking points, and they’re doing these things with the intent to undermine public policy.”

Industry also has other objections to the proposed change to nutrition labels: Sanders, from the bakers’ lobbying group, said it would be “difficult, if not impossible, to calculate added sugar.” The FDA acknowledges the costs of the rule change for businesses, estimating that the one-time expenditure would be $2.3 billion for labeling, reformulation of products, and record keeping.

And there are more individualized concerns. The International Dairy Foods Association, for example, is concerned that the definition of added sugar includes natural sugars isolated from a whole food and concentrated so that sugar is the primary component—fruit juice concentrate, for example. That would affect the added sugar count for dairy products such as whey, nonfat dry milk, or milk protein concentrate.

The proposed FDA change appears to have left the biggest of the industry lobbying groups unenthusiastic about communicating with the media. A Sugar Association spokeswoman, Tonya Allen, declined to speak by phone on the issue, pointing only to a weeks-old statement put out by the organization. The Corn Refiners Association did not respond to multiple requests for comment.

Stakeholders and business groups have until August 1 to comment on the proposed change. The FDA then will review the comments and consider them in edits to the proposed label, followed by the enactment of a final label. Industry will then, under the proposed rules, have a two-year transitional period over which to comply with the new requirements.

Over the next two weeks, as the FDA comments period draws to a close, industry groups are expected to turn up the heat on the proposal.

“The food industry knows that when they add it to food, you buy more. They don’t add it for any other reason,” said Dr. Robert Lustig, a University of California-San Francisco professor who has campaigned against sugar consumption. “You [currently] can’t tell how much sugar has been added, and the food industry wants it that way.”

But the issue has not yet caused a stir on Capitol Hill, and some lawmakers have been receptive to the FDA’s proposed change. Sen. Amy Klobuchar (D-MN), who according to one report received more than $140,000 in political contributions from the sugar industry’s largest firms, said through a spokeswoman that the FDA label change is “a step in the right direction.”