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fizzy.bleach
I know, right? But yeah, it's like fizzykorn says, it's to make sure there's a homogenous amount of molasses in the sugar as it's supposed to taste lighter.
People tend to associate it with brown rice, or wholemeal bread - it looks less processed than the alternative, so we assume that it is. I didn't know about the juice bits, for eg, and assumed they must be left in rather than added. UNTIL NOW!