The makers of Splenda are reaping sweet success, as sales for the
no-calorie artificial sweeter rose to more than $346 million in
2004, up from $65 million in 2001. Splenda is so coveted among Americans
that it holds over 50 percent of the market share of sugar substitutes.
Though regardless of high sales and shares, there may be trouble
in paradise for the unit of Johnson & Johnson responsible for
advertising Splenda -- McNeil Nutritionals. For it seems a full-fledged
battle has begun regarding the marketing campaign for this artificial
sweetener.
McNeil vs. Sugar Association
The battle began in December 2004, when the Sugar Association filed
a lawsuit against McNeil, stating the marketing campaign for Splenda -- "made
from sugar, so it tastes like sugar" -- does not truthfully reflect
the end product, which is created with chlorine and does not have
sugar in it. In fact, Splenda's own Web site (www.spenda.com)
states the artificial sweetener starts with sugar, but is then converted
into a no-calorie noncarbohydrate sweetener; this process selectively
replaces three hydrogen-oxygen groups on the original sugar molecule
with three chlorine atoms.
Consequently, McNeil struck back with a lawsuit against the Sugar
Association and other groups, claming the accusations were a "malicious
smear campaign" against their product in a ditch attempt to
boost sugar sales. The lawsuit further stated the defendants are
trying to persuade consumers into believing Splenda is unhealthy
and unsafe, and that refined sugar is the better option.
Yet before the smoke even has a chance to clear from this battle
scene, it seems the soft drink industry has prematurely chosen a
winner:
- The Coca-Cola Co. will begin selling Diet Coke sweetened with
Splenda
- PepsiCo Inc. has made plans to reformulate its single-calorie
drink, Pepsi One, with the no-calorie sweetener
Seattle
Post Intelligencer February 8, 2005