why does a no sugar added ice cream still contains sugar?

Many things that say "no sugar added" are still very high in sugar. Some it's because of what else in there that has sugar but also some will had fruit juice or other things to make it sweet that isn't sugar but still has sugars in it. It's their way of making it look better but it doesn't always work. It's like many of the low fat or no fat items add in more sugar. They take away one thing they have to add something else in to improve the taste.