I don't think you can put "the" before WHO unless Roger Daltrey approves it.
I worry about a lot of the additives used today. Some products will say "no sugar added" but will include some artificial sweetener that you only see in the fine print.
I worry about the "natural" sugar alternatives. We all know that aspartame is safe, it's been researched about as extensively as it can be. It only starts to be a concern when you're drinking 2 dozen diets sodas daily.
No sugar added usually just means it's full of sugar originally found in the product. A "no sugar added" apple juice will still have an insanely unhealthy amount of sugar.
I don't know why you think it should mean no sweeteners. (most) sweeteners are categorically not sugar. If you want something not sweet, the label you're looking for is "unsweetened".
Besides, sugar is much worse for you than any artificial sweetener.
"Unsweetened" is a subclass of "no sugar added" though, and so if you're really looking for "unsweetened", you still have to read the labels of all of the "no sugar added" products that chose that (more generic) label over the (more specific) "unsweetened" label.
Unsweetened is a subclass of "zero/no sugar". No sugar added is a completely separate thing.
No sugar added does not mean the product doesn't contain sugar or that it's not sweet. It only means there was no extra sugar added during the preparation. A "no sugar added" fruit juice, jam or even ketchup is still going to be sweet.
Something like pure maple suryp qualifies as no sugar added despite being 99% sugar.
I see what you're saying. I think I said this in another comment, but my goal is just to avoid (overly-)sweet foods. From that standpoint, "unsweetened" is ideal. But "no sugar added" for something that's naturally somewhat sweet (such as tomato paste) is also acceptable. If I were to pick up tomato paste that said "no sugar added" but did have artificial sweeteners, I'd be horrified. So I guess the terminology is more straightforward if you're avoiding sugar, but it's less useful if you're avoiding sweetness.