This chapter explores the characterisation of sugar as both hidden and actively hiding in the everyday food supply, tricking consumers into accidental overconsumption. Focusing on the popular media devices of the ‘hidden-sugar shock’ exposé, the food diary and the ‘mortified mother’ story, the chapter explores the ways in which consumers are encouraged to become sugar detectives. These communicate life lessons that not only share techniques for spotting hidden sugar but also reproduce the moral imperative to do so. The chapter argues that this work is never straightforward, constantly raising new tensions as categories of food clash and the health/unhealthy binary divisions fracture under the shifting realities of everyday consumption, the sociality of food and the need to walk the fine line between vigilance and giving way to dangerous obsession and inflexibility.