the efforts of the food industry to discredit the case against sugar were largely successful, and by the time of yudkin’s death in 1995 his warnings were, for the most part, no longer being taken seriously. despite the criticism that he had "no theoretical basis" to support his claims, following a successful publication of his book in america, the mcgovern guidelines for us dietary goals recommended, in 1977, a reduction in sugar intake "by 40 percent," and the us-published guidelines in 1980 prominently advised "don't eat too much sugar."