LOL...sorry, I know it's bugging you, but it's really CUTE and hilarious!!!
So, does he want to eat it by the spoonfull, or actually *on* things?
Could you try the no-sugar added kind, like "All Fruit" or, maybe making some of your own without sugar (in all your spare time...)
What if you gave it to him with other, nutritious stuff, like on a whole wheat pancake or waffle, or a slice of whole wheat toast with some cream cheese for protien?
Overall, I'd say don't make a big issue out of it, as he'll just want to defy even more...I'd try to make the most of it, and think he'll get sick of it soon enough!