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Because coffee and tea have great health benefits on their own. Don't want to spoil it by adding the number one thing that creates fat tissues, sugar. 

I find that the trick to convincing people of the benefits is to start weaning yourself off it very slowly and then you don't even care anymore. The other important thing is what kind of tea/coffee are you drinking with no sugar. If its cheap it will taste horrible otherwise its goddamn fantastic.

I have started using Shakir instead of sugar natural and healthy but expensive