In some cases with the drinks, I think it's a matter of the natural sugars found in things (like fruit). So there might be lots of sugar in something, but not because the company added sugar...it's because many fruits naturally have sugar in them. The ones that come to mind are apples, oranges, and grapes, but I'm guessing there's at least some sugar in most fruits. Granted, most people don't think of fruit as having sugar, so if they see a "no sugar added" label, they'll automatically think that means no sugar at all!