Most of the time is about ignorance, but even if you know Sugar is not good (Parent wrongly assumes just refined sugar is the problem) it will be very difficult to see where is contained. There are many names for "Sugar" and hidden in different ingredients, like HFCS.
https://en.wikipedia.org/wiki/High_fructose_corn_syrup
An easy way is to look for a company willing to solve a specific problem that may exists in similar companies. If you make the right contracts you can replicate the solution later.