Many have questioned the accuracy of the marketing campaign for
Splenda that reads: "Splenda No Calorie Sweetener is made from
sugar, so it tastes like sugar." In fact, Johnson & Johnson's
McNeil Nutritionals, maker of the artificial no-calorie sweetener
Splenda, has been slapped with a number of lawsuits accusing the
company of falsely advertising Splenda and deceiving buyers into
believing it is a natural product. Lawsuits have been filed by:
- Individuals (three state consumer class action suits)
- The Sugar Association
- Merisant Worldwide Inc, maker of low-calorie sweetener Equal
Made From Sugar?
Those filing the lawsuits argue Splenda's marketing campaign
does not truthfully reflect the end product, which is created with
chlorine and does not have sugar in it. Even Splenda's Web
site (www.splenda.com) states that the artificial sweetener starts
with sugar, yet is converted into a no-calorie, noncarbohydrate
sweetener. This process selectively replaces three hydrogen-oxygen
groups on the original sugar molecule with three chlorine atoms.
In response to the accusations against them, a spokeswoman for
McNeil stated the lawsuits have no merit, as the company has never
represented Splenda as being natural. Moreover, despite feuding
claims, Splenda holds just over 50 percent of the U.S. market for
low-calorie sweeteners, based on dollar volume.
Business
Week February 1, 2005
The
Beverage Network January 31, 2005
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