What Is Sweet But Has No Sugar? 🍭 Unveiling the Secrets Behind Naturally Sweet Alternatives

Introduction 🍬

Imagine a world where you can indulge in the sweetness of a dessert or a refreshing drink without worrying about the sugar rush or the potential health consequences associated with excessive sugar intake. It sounds too good to be true, right? But what if we told you that there are natural and artificial sweeteners that provide that same satisfying sweetness but without the drawbacks of sugar?

In today’s health-conscious society, more and more people are becoming aware of the negative effects of sugar. The rise of diseases like diabetes, heart conditions, and obesity, along with an increased focus on clean eating, has made many individuals rethink their sugar consumption. Whether you’re trying to manage your weight, control blood sugar levels, or simply reduce your dependence on sugary foods, finding alternatives to sugar is a growing trend.

But what exactly is “sweet but has no sugar”? Are there foods and sweeteners that provide the sweetness we crave without the harmful effects of sugar? In this article, we will explore the fascinating world of naturally sweet alternatives, from fruits and herbs to modern sugar substitutes. We’ll look into the science of sweetness, the health benefits of cutting out sugar, and practical ways to incorporate these sweet alternatives into your everyday meals and snacks.

By the end of this article, you will have a thorough understanding of how to satisfy your sweet tooth without sugar and the many benefits of making the switch.

The Role of Sugar in Our Diets 🍯

What Is Sugar? 🍭

Sugar is a type of carbohydrate that provides the body with energy. There are various forms of sugar, each with its own characteristics. The most common types include:

Sucrose (table sugar): Extracted from sugar cane or sugar beets, this is the most widely recognized and used form of sugar.
Fructose: A natural sugar found in fruits, honey, and root vegetables.
Glucose: Often referred to as blood sugar, it’s a simple sugar that the body uses as a primary energy source.
Lactose: The sugar found in milk and dairy products.

Though sugar in its natural form, such as in fruit, is essential for energy, refined sugars and added sugars in processed foods contribute to numerous health problems. Consuming sugar in excess leads to spikes in blood sugar, insulin resistance, and weight gain, among other issues. In fact, the average American consumes about 17 teaspoons of added sugar per day, far exceeding the recommended daily intake of 6 teaspoons for women and 9 teaspoons for men.

Sugar in the Modern Diet 🍬

Sugar is everywhere in the American diet. It’s hidden in many processed foods, beverages, sauces, dressings, snacks, and even foods marketed as healthy. This makes it increasingly difficult for people to avoid excessive sugar consumption without conscious effort. Popular sugary drinks like sodas, energy drinks, and even coffee with sugary syrups and creams contribute significantly to daily sugar intake.

The rise of processed foods has made it easier for sugar to creep into our diets without us even realizing it. For example, packaged cereals, granola bars, yogurt, and canned fruits often contain added sugar that isn’t always visible or listed on the packaging.

With the increasing awareness about the health risks of sugar, many people are actively seeking sugar alternatives or reducing their sugar intake. But what if there was a way to enjoy the sweetness of foods without consuming traditional sugar?

There is growing concern over the health effects of excessive sugar intake. Consuming too much sugar can lead to a variety of serious health issues, including:

Obesity: Sugar is a significant contributor to obesity. It’s calorie-dense and offers little to no nutritional value, making it easy to consume excess calories without feeling full.
Type 2 Diabetes: High sugar consumption can cause spikes in blood sugar levels, leading to insulin resistance over time, which may eventually develop into type 2 diabetes.
Heart Disease: Excess sugar intake can lead to increased fat in the liver and the blood, which in turn raises the risk of cardiovascular diseases.
Tooth Decay: Sugar feeds harmful bacteria in the mouth that contribute to cavities and gum disease.
Fatty Liver Disease: The liver metabolizes fructose (a type of sugar), and excess fructose can lead to fat buildup in the liver, a condition known as non-alcoholic fatty liver disease (NAFLD).

The negative impact of sugar on our overall health is undeniable, which is why many individuals are exploring sugar substitutes and alternatives to help reduce their sugar intake.

The Growing Shift Away from Sugar 🌱

Over the past decade, the rise of health-conscious consumers has led to a major shift away from traditional sugar-laden foods. People are now looking for healthier alternatives that won’t cause sugar spikes, contribute to weight gain, or negatively affect their long-term health.

In fact, the demand for sugar substitutes has skyrocketed. From the increasing availability of sugar-free products to the growing popularity of low-carb and keto diets, individuals are becoming more mindful of what they consume and are searching for options that satisfy their cravings for sweetness without the negative consequences of sugar.

Some of the most popular sugar substitutes today include stevia, monk fruit, and erythritol. These natural and artificial sweeteners are becoming staples in households across the country, helping people to live healthier lives while still enjoying the sweetness of their favorite foods.

But how exactly can something be sweet without sugar? Let’s explore the science behind sweetness without sugar in the next section.

Understanding Sweetness Without Sugar 🍭

What Makes Things Sweet? 🤔

Sweetness is a flavor sensation that our taste buds experience when certain molecules bind to receptors on our taste cells. In the case of sugar, it binds to specific receptors on the tongue, activating a sweet sensation. This is why we perceive sugar as being sweet and why sweeteners can mimic that same sensation even when they don’t contain sugar.

Sweetness can be produced from several different compounds, both natural and synthetic. The key lies in how these compounds interact with our taste buds. For example, the sweetness of fruits comes from fructose, while the sweetness of a sugar substitute like stevia comes from a compound called steviol glycosides, which are extracted from the leaves of the stevia plant.

Interestingly, the sweetness intensity of these compounds can vary. Some sweeteners are up to 200 times sweeter than regular sugar, so only a small amount is needed to achieve the same level of sweetness.

Natural Sweeteners 🌿

Stevia 🍃

Stevia is a plant-based sweetener that has gained significant popularity due to its natural origins and its ability to provide sweetness without calories. The stevia plant, native to South America, contains steviol glycosides, which are 50-300 times sweeter than sugar. Stevia has no calories and doesn’t raise blood sugar levels, making it an excellent choice for people with diabetes or those looking to lose weight.

Stevia can be used in a variety of foods and beverages, from coffee and tea to smoothies and baked goods. However, some people find that stevia has an aftertaste, which is a key factor when choosing a sugar substitute.

Monk Fruit 🍈

Monk fruit, also known as luo han guo, is another natural sweetener that is gaining traction in the health and wellness community. Native to Southeast Asia, monk fruit extract is 150-200 times sweeter than sugar and contains zero calories. Monk fruit gets its sweetness from compounds called mogrosides, which do not affect blood sugar levels.

Monk fruit sweetener is often used in beverages, desserts, and even sauces. It has a more neutral taste compared to stevia, making it a preferred choice for many people who want a natural sugar alternative.

Erythritol 🍫

Erythritol is a sugar alcohol that occurs naturally in small amounts in fruits and fermented foods. It’s about 60-70% as sweet as sugar but contains nearly no calories (about 0.24 calories per gram). Unlike regular sugar, erythritol is not metabolized by the body and does not cause a spike in blood sugar or insulin levels, making it an ideal option for those following a low-carb or keto diet.

Erythritol is commonly used in sugar-free candies, baked goods, and beverages. It has a mild sweetness and works well in combination with other sweeteners, like stevia or monk fruit, to enhance flavor.

Artificial Sweeteners 🍬

Aspartame ❄️

Aspartame is one of the most widely used artificial sweeteners, found in products like diet sodas, sugar-free gum, and low-calorie desserts. It’s about 200 times sweeter than sugar, so only a small amount is needed. While it’s been approved by regulatory agencies like the FDA, some individuals are sensitive to aspartame, and there’s ongoing debate about its long-term health effects.

Sucralose (Splenda) 💡

Sucralose, sold under the brand name Splenda, is another popular artificial sweetener. It is approximately 600 times sweeter than sugar, and unlike some other sweeteners, it can withstand heat, making it ideal for cooking and baking. Sucralose passes through the body without being absorbed, meaning it doesn’t affect blood sugar levels or add any calories.

However, some people find sucralose has a slightly bitter aftertaste. It’s important to use it in moderation as overconsumption may lead to digestive discomfort.

Naturally Sweet Foods With No Sugar 🍏

Many foods in nature are naturally sweet, yet they contain little or no sugar. These foods can provide an enjoyable sweetness without causing the negative effects of refined sugar. Let’s explore some of the most common naturally sweet foods that offer a healthy alternative to traditional sugar-laden options.

Fruits and Vegetables 🍓

Fruits and vegetables are naturally sweet due to their natural sugars, but many are low in sugar or contain types of sugar that don’t spike blood glucose levels. Here are some examples of sweet, low-sugar options:

Tomatoes 🍅

While many people associate tomatoes with savory dishes, they are, in fact, quite sweet. They contain a small amount of natural sugar in the form of fructose, but overall, they are very low in sugar. Tomatoes are rich in vitamins and antioxidants, such as vitamin C and lycopene, making them a healthy addition to any diet. Tomatoes are great for making sugar-free sauces, salsas, or simply enjoyed raw.

Bell Peppers 🌶️

Bell peppers, especially red and orange varieties, have a surprising sweetness to them. They contain a natural sugar called glucose, but in minimal amounts. These vibrant vegetables are full of nutrients like vitamin C, fiber, and antioxidants. They can be eaten raw as snacks, added to salads, or roasted to bring out their natural sweetness without any added sugar.

Carrots 🥕

Carrots are another vegetable that offers a natural sweetness without sugar. They contain a type of sugar called sucrose in small quantities, but their sweetness comes from their complex carbohydrates and the natural sugars in them. Carrots are an excellent source of beta-carotene, fiber, and vitamin A. Raw or cooked, they make a perfect snack or a great addition to both savory and sweet dishes.

Berries 🍇

Berries, like strawberries, blueberries, and raspberries, have a natural sweetness that’s balanced by their high fiber content. While they do contain small amounts of sugar (mainly fructose), they are low in calories and packed with antioxidants, vitamins, and minerals. Berries can satisfy your sweet cravings without the sugar overload, and they work wonderfully in smoothies, desserts, or as a topping for yogurt.

Herbs and Spices 🌿

Certain herbs and spices can also provide a sweet flavor without adding any sugar. These natural flavor enhancers can be used in both sweet and savory dishes to create an enjoyable taste profile without the calories.

Cinnamon 🍩

Cinnamon is a versatile spice that is often used to bring a sweet flavor to both sweet and savory foods. It has a warm, rich sweetness that doesn’t require sugar. Cinnamon has numerous health benefits, such as helping to regulate blood sugar levels, reduce inflammation, and improve heart health. It works well sprinkled on oatmeal, coffee, or yogurt, or in baked goods.

Vanilla 🍦

Vanilla is another natural ingredient that adds sweetness without sugar. The flavor of vanilla comes from vanillin, a compound found in vanilla beans. While vanilla itself isn’t sweet in the same way as sugar, it enhances the perception of sweetness in food. Vanilla is commonly used in desserts, smoothies, and even savory dishes like sauces and dressings to add depth and sweetness.

Mint 🌱

Mint, while not as traditionally sweet as cinnamon or vanilla, can give an impression of sweetness when added to foods and beverages. Its cool, refreshing flavor works well in fruit salads, smoothies, and even as an infusion in tea. Mint leaves also have digestive benefits, making them a great addition to meals.

Sugar-Free Desserts 🍰

There are also many desserts that can be made naturally sweet without added sugar. These desserts rely on the natural sweetness of fruits, nuts, and other ingredients to satisfy a sweet tooth. Some popular sugar-free desserts include:

Chia Pudding: Chia seeds, when soaked in milk (or plant-based milk), expand and create a creamy, pudding-like texture. Adding vanilla or cinnamon can enhance the sweetness, and topping it with fresh berries or a drizzle of honey can further satisfy cravings.
Almond Flour Cake: Almond flour cakes are a great option for those avoiding refined sugars. By using whole ingredients like almond flour, eggs, and a natural sweetener like stevia or monk fruit, you can make a delicious and naturally sweet cake that’s low in carbs.
Sugar-Free Ice Cream: Many sugar-free ice creams are made using low-calorie sweeteners like erythritol, stevia, or monk fruit. These alternatives provide a creamy, sweet treat without the sugar content found in traditional ice cream.

Sweeteners in Unprocessed Foods 🌰

Certain unprocessed foods also provide a natural sweetness. For example, coconut has a subtle sweetness that works in both savory and sweet dishes. Nuts like cashews and almonds can have a naturally sweet taste, especially when roasted or added to dishes like oatmeal or salads.

Benefits of Sweet Without Sugar 🌱

Switching to sweet alternatives without sugar offers a range of benefits for your overall health. Here are some of the key advantages:

Health Benefits 🏥

The primary reason most people look for sweet alternatives is to avoid the negative health effects of sugar. Here are some of the health benefits associated with reducing or eliminating sugar from your diet:

Weight Management ⚖️

Excessive sugar consumption leads to increased calorie intake, which contributes to weight gain. Sugar also triggers the release of insulin, a hormone that promotes fat storage. By choosing naturally sweet alternatives or sugar substitutes, you can reduce your calorie intake while still enjoying sweet foods, helping you maintain or even lose weight.

Improved Blood Sugar Control 🩸

For those with diabetes or prediabetes, managing blood sugar levels is essential. Regular sugar spikes can lead to insulin resistance over time, which makes it harder for the body to process glucose efficiently. Natural sweeteners like stevia and monk fruit do not cause blood sugar spikes, making them ideal choices for people managing diabetes or anyone looking to keep their blood sugar levels stable.

Better Oral Health 🦷

Sugar is one of the main culprits behind tooth decay and cavities. When bacteria in the mouth feed on sugar, they produce acids that erode tooth enamel. By reducing sugar intake and using sugar-free alternatives, you can improve your oral health and reduce the risk of cavities and gum disease.

Reduced Risk of Chronic Diseases ❤️

Chronic diseases like heart disease, obesity, and fatty liver disease are strongly linked to high sugar intake. By avoiding sugary foods and drinks and opting for naturally sweet foods, you can reduce your risk of these serious conditions and improve your long-term health.

Taste and Enjoyment 😋

Contrary to what many people believe, sweet alternatives don’t necessarily mean less enjoyment. While it’s true that sugar has a unique taste, many people find that sweeteners like stevia, monk fruit, and even naturally sweet fruits and vegetables offer a satisfying sweetness without the overwhelming sugar rush. In fact, many sweeteners can enhance the flavor of foods, making them even more enjoyable.

Challenges of Sweetness Without Sugar ⚖️

While there are many benefits to cutting out sugar and relying on alternatives, there are also some challenges to be aware of. Here are a few:

Taste Preferences 🧐

One of the biggest hurdles when switching to sweet alternatives is the taste. Many people are accustomed to the flavor of sugar, and artificial sweeteners or natural sugar substitutes can have a slightly different taste profile. Some people might find that certain sweeteners have a lingering aftertaste or a slightly artificial flavor, particularly with stevia or sucralose.

Health Concerns with Some Alternatives 🚨

Not all sugar substitutes are created equal. While many sugar alternatives, like stevia and monk fruit, are considered safe and beneficial, some synthetic sweeteners, such as aspartame and saccharin, have been linked to potential health risks. While regulatory agencies like the FDA have deemed these sweeteners safe in moderation, some individuals prefer to avoid them due to concerns about long-term health effects.

Cost and Accessibility 💵

High-quality sugar alternatives, particularly natural sweeteners like monk fruit or organic stevia, can be more expensive than traditional sugar. Additionally, some sweeteners may not be readily available in all stores, making them less accessible to some consumers. However, as the demand for sugar-free products continues to grow, these alternatives are becoming more affordable and widely available.

Balancing Health with Indulgence 🍩

Another challenge is finding a balance between health and indulgence. While sweeteners are a healthier alternative to sugar, it’s still essential to consume them in moderation. Overindulging in sugar substitutes can lead to digestive issues, such as bloating or diarrhea, especially with sugar alcohols like erythritol. Moderation is key to maintaining a healthy relationship with sweetness without sugar.

How to Incorporate Sweet Without Sugar Into Your Daily Life 🍽️

Switching to a lifestyle where you can enjoy sweetness without sugar may seem challenging at first, but with a little guidance, it becomes much easier. By making simple swaps and introducing healthier alternatives, you can reduce your sugar intake and still satisfy your cravings. Here are some tips on how to do it.

1. Swap Your Sweetened Beverages for Sugar-Free Alternatives 🧃

Many sugary beverages like soda, sweetened tea, energy drinks, and flavored coffees can be loaded with added sugar. Replacing these drinks with sugar-free alternatives is one of the easiest ways to reduce sugar consumption. Some options include:

Infused Water: Add natural flavors to your water using slices of fruits like lemon, berries, cucumber, or herbs like mint. This gives you a refreshing drink with no added sugar.
Herbal Teas: Many herbal teas, such as peppermint, chamomile, or rooibos, offer a naturally sweet taste without any sugar. You can enjoy these hot or iced.
Sugar-Free Coffee: If you’re a coffee lover, consider cutting back on sugary syrups or creamers. Instead, use sugar-free sweeteners like stevia, monk fruit, or a small dash of cinnamon to enhance the flavor.
Sparkling Water with a Twist of Lime: Sparkling water with a squeeze of lime or a splash of fruit juice provides a sweet-tasting yet sugar-free alternative to sugary sodas.

2. Choose Naturally Sweet Snacks 🍎

Instead of reaching for a candy bar or sugary snack, consider munching on naturally sweet alternatives. Many fruits and vegetables can satisfy your craving for something sweet while providing important nutrients. Some options include:

Apple Slices with Nut Butter: Apples are naturally sweet, and pairing them with a healthy nut butter like almond or peanut butter creates a filling and satisfying snack.
Frozen Berries or Grapes: Berries and grapes can be frozen to create a refreshing and naturally sweet snack. You can enjoy them by themselves or pair them with a dollop of yogurt or cottage cheese.
Carrot Sticks with Hummus: If you’re looking for something sweet and savory, try pairing raw carrots with hummus. The natural sweetness of the carrots combines perfectly with the creamy texture of the hummus.
Chia Pudding: Chia seeds soaked in milk or plant-based milk create a delicious, naturally sweet dessert or snack when combined with fruit and a touch of cinnamon or vanilla.

3. Add Sweetness to Your Meals with Spices and Herbs 🌿

Rather than adding sugar to your meals, try using spices and herbs that provide sweetness. These can enhance the flavor of dishes without the negative effects of sugar:

Cinnamon: A sprinkle of cinnamon on oatmeal, smoothies, or baked goods can add a sweet flavor. Cinnamon has a naturally sweet profile and can even help with blood sugar regulation.
Vanilla Extract: Adding a dash of pure vanilla extract to your dishes can create the perception of sweetness. It works wonderfully in smoothies, oatmeal, and even savory dishes like stews.
Nutmeg: A small pinch of nutmeg adds sweetness and warmth, making it perfect for fall and winter-inspired dishes or even sprinkled on top of coffee.
Mint: Fresh mint leaves, whether chopped up in fruit salads or brewed in a tea, offer a refreshing sweetness that is perfect for summer.

4. Use Sugar-Free Sweeteners in Baking and Cooking 🍪

If you enjoy baking or cooking, consider substituting sugar with natural or low-calorie sweeteners in your recipes. There are plenty of options available to create delicious treats without the added sugar:

Stevia or Monk Fruit: Both stevia and monk fruit are excellent sugar substitutes for baked goods. Since they are much sweeter than sugar, only small amounts are needed.
Erythritol: Erythritol can replace sugar in most baking recipes. It’s especially useful in keto and low-carb diets since it doesn’t raise blood sugar levels. You can use it to make cookies, cakes, and muffins.
Applesauce or Mashed Bananas: In some baking recipes, you can substitute sugar with applesauce or mashed bananas. These naturally sweet options also help keep your baked goods moist.

5. Make Sweet Sauces and Dressings Without Sugar 🍯

Many store-bought sauces and salad dressings are packed with added sugars. Instead, you can make your own sweet sauces at home using natural sweeteners. Some ideas include:

Balsamic Vinegar Reduction: Reduce balsamic vinegar over low heat to create a naturally sweet, syrupy dressing that’s perfect for drizzling over salads or roasted vegetables.
Sugar-Free Ketchup: Make your own ketchup using tomatoes, vinegar, and natural sweeteners like stevia or monk fruit for a tangy, sugar-free condiment.
Fruit-Based Dressings: Use blended fruits like strawberries, peaches, or even mangoes as the base for a naturally sweet salad dressing. Combine with vinegar or lemon juice for a tangy finish.

6. Explore Sugar-Free Desserts 🍫

Indulging in dessert without the sugar doesn’t mean you have to sacrifice taste. Many sugar-free dessert options use natural sweeteners or rely on the natural sweetness of fruits. Some dessert ideas include:

Sugar-Free Chocolate Mousse: Using avocado as the base, you can make a creamy, rich chocolate mousse without adding sugar. Simply blend avocado, cocoa powder, and a natural sweetener like monk fruit for a decadent treat.
Coconut Macaroons: These coconut-based cookies can be made without refined sugar by using alternatives like stevia or erythritol.
Fruit Sorbet: For a refreshing dessert, blend frozen fruits like mango, pineapple, or berries to make a naturally sweet sorbet. Add a little lemon juice to enhance the flavors.

Overcoming the Challenges of a Sugar-Free Lifestyle 💪

Making the transition to a sugar-free lifestyle can come with its challenges. It may take some time for your body to adjust to lower sugar consumption, and you might experience sugar cravings at first. However, with a few strategies, you can overcome these challenges and stick with it.

1. Gradually Reduce Sugar Intake 🍫

Rather than cutting out all sugar at once, consider gradually reducing your intake. Start by eliminating obvious sources of sugar, such as sugary drinks and snacks, and replacing them with healthier alternatives. This will allow your taste buds to adjust to lower levels of sweetness over time.

2. Find Support and Motivation 👥

Changing your diet can be challenging, but it’s easier when you have a support system. Whether it’s a friend, family member, or online group, finding someone to support your journey can keep you motivated. You can share recipes, meal plans, and tips, making the process more enjoyable and less daunting.

3. Keep Healthy, Sweet Snacks on Hand 🍓

Cravings for something sweet are normal, but having healthy, sugar-free snacks on hand will help you curb those cravings without resorting to sugary options. Stock your pantry and fridge with naturally sweet snacks like fruits, nuts, and sugar-free granola bars so that you always have something satisfying when hunger strikes.

4. Be Mindful of Hidden Sugars 🧐

As you transition to a sugar-free lifestyle, it’s important to be aware of hidden sugars in processed foods. Always check the labels for added sugars and be mindful of ingredients like “high fructose corn syrup,” “sucrose,” or “glucose.” Focus on whole, unprocessed foods that don’t contain any added sugar.

5. Stay Hydrated 💧

Sometimes, cravings for sweetness can actually be a sign of dehydration. Make sure you’re drinking plenty of water throughout the day to stay hydrated and help curb sugar cravings. Additionally, adding a bit of lemon, cucumber, or mint to your water can provide a refreshing, naturally sweet flavor.

The Future of Sweet Without Sugar 🛍️

As the demand for healthier food options continues to grow, the future of sugar alternatives looks promising. New innovations in the world of sweeteners and sugar substitutes are continuously being developed, offering even more variety and options for those who want to reduce their sugar intake.

1. Advances in Natural Sweeteners 🌱

Researchers are working on developing even more natural, low-calorie sweeteners that are both healthier and more sustainable. For instance, allulose, a sugar found in small amounts in foods like figs and raisins, has recently gained attention as a potential sugar substitute due to its low glycemic index and ability to mimic the taste of sugar.

2. Personalized Nutrition 🧬

The future of sugar-free living may also involve more personalized approaches to nutrition. With advances in technology and genetic testing, it’s likely that people will be able to receive customized recommendations for sweeteners based on their unique health needs and preferences.

3. More Sweet, Sugar-Free Products 💡

As awareness of the health risks associated with sugar grows, more companies are investing in creating sugar-free or low-sugar versions of popular products. From cookies and candies to beverages and condiments, there will likely be a surge in the availability of sugar-free options in the coming years.

4. Sustainability and Health 🌍

Sustainability is another key factor driving the demand for sweet alternatives. Many of the new sweeteners being developed are plant-based, which makes them more environmentally friendly compared to traditional sugar production. As more consumers become aware of the environmental impact of sugar farming, sugar alternatives will likely become a more sustainable option.

Conclusion 🍯

In conclusion, the world of sweet without sugar offers a range of exciting possibilities for those looking to enjoy sweetness without the negative health impacts of refined sugar. Whether through naturally sweet fruits, herbs, spices, or innovative sugar substitutes, it’s possible to reduce your sugar intake while still satisfying your cravings.

By making small, thoughtful changes in your diet, you can embrace a sugar-free lifestyle that not only supports your health but also helps you enjoy the sweet things in life without compromising your well-being. The future of sweetness without sugar is bright, and as more people embrace healthier choices, the range of available products and options will continue to grow.