allison aubrey of national public radio is here to help us sort it out. ome allison. >> hi, william, great to be here. >> brangham: thanks. i have heard these rules described as radical and wrong by some people and as a huge leap forward by others. where do you come down on that? >> i would not say this is radical. i would say this reflects the evolve science, that this is incredibly well-grounded in science. it's very clear now, many studies showing excess sugar leads to not only weight gain but higher risks of heart disease. the only thing that is surprising here is that the food and beverage industry really didn't get its way, public health won out. >> brangham: that's not a common thing these days. >> not at all. >> brangham: what is the f.d.a. hoping for here? are they trying to create a sense of sticker shock that people go into the store, pull a product off the shelf and say, whoa, i didn't realize there was that much added sugar and maybe make a different choice? >> maybe sticker shock in the beginning, but i think the label is a lot simpler. gone