I disagree with him on that front. I'm not a fan of artificial sugar and I don't need to be told what is good and what is bad.
But Woof, we're lucky, some people are really misinformed and believe the adverts they see. Yes, what they are advertising may have iron, vit C etc...but they forget to add they are loaded with sugar.
He is trying to educate the misinformed but the problem, imo, is he's rich, very rich, and has never lived on a tight budget, so he doesn't know what it's like. He's not the only chef guilty of it though.