My 8 year old son is a super good reader, and normally he would pronounce the word ‘sugar’ in the conventional way, but last night I bought him a little bag of Swad—candy coated fennel—from Jungle Jim’s, and he liked it so much he decided to add it to a drink he had concocted this morning. I asked him what was in the drink, and he mentioned it contained ‘Shoo-gar coated fennel’. I laughed and told him that was the fanciest way I’ve ever heard someone pronounce ‘sugar’. The bag says ‘Sugar coated fennel’, and my guess is that Swad seemed exotic to him, so he must have guessed all of the ingredients were pronounced in an exotic way.