The subject for our bachelor thesis is how sugar is portrayed in Aftonbladet. By analyzing newspapers from 1995 and 2013 we wanted to research if the portrayal of sugar has changed during the years. We have noticed that there is a trend of being healthy and fit today. “Strong is the new skinny” is a quote we can see in social media and on blogs today. In the humans pursuit of becoming healthy and strong the sugar has become the villain in todays society. In 2014, many cookbooks with sugarfree recipies have been published and the media can’t seem to stop writing about new diets and how to loose weight. To analyze the difference in how sugar is portrayed in Aftonbladet between 1995 and 2013 we made a quantitative content analysis. A conclusion of our analysis shows that there are more texts about sugar in 2013 than in 1995 and that the recipies are the dominant kind of texts in the latter. Most texts in 1995 was recipes and texts about the risk of sugar came second. In 2013 the recipes had decreased but there had been an increase in dietary recommendations. The authors behind the texts are mostly the writers or celebrities, but when it comes to the texts about the risks of sugar it’s usually a researcher who is the author. 2013 there was only written about one celebrity who lost weight, while in 1995 it was the individuals behind the texts. There is a mixed message about sugar, it is written about both as an ingredient in a recipe at the same time as critical voices warning the reader about the same type of foods are heard.