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Answer: Our ingredients! Unlike many other natural sprinkles that often begin with some form of starch, our first and foremost ingredient is pure cane sugar. This distinction is what sets our sprinkles apart, providing them with a delightful crunch while others tend to have a mushy texture. 100% plant-based and natural! We use high-quality plant-based colors and still deliver on the sparkle that you want when decorating your favorite treats. We also use carnauba wax instead of confectioners glaze (which is made from insects). Our ingredients are without artificial flavors, artificial sweeteners, and hydrogenated fat.