Bran or Bust

Can anyone explain why every cereal has to have sugar? I understand why some cereals have sugar. I understand why most cereals have sugar. I LOVE sugar. Sometimes. But not on my bran flakes. I just want plain bran flakes. I want to be able to adjust them just to my taste with raisins or bananas or honey or a combination of all three. I don't want sugar, corn syrup, high fructose corn syrup, malt sugar, cane syrup, etc. Let's face it: anyone buying bran flakes is into healthy. So leave the sugar on the Froot Loops, people, and leave my bran flakes alone.