Case Memo Bitter Competition: the Holland Sweetener

In 1885, at a drugstore in Waco Texas, a man by the name of Wade Morrison had hired Charles Alderton. Alderton was a pharmacist but he also served soft drinks to his customers. Back in that time there weren’t as many soft drink selections to choose from so Alderton would often combine sweeteners with fruit extracts. He had invented many different flavors. However one flavor sold better than

Numerous neurological and behavioral side effects have been linked with consuming aspartame at well below the approved safe limits set by the Food and Drug Administration (FDA). Aspartame is an artificial sweetener that has been ingested in the United States for over three decades. Even though there are several studies showing the harmful effects of its consumption. When aspartame is digested several toxic chemicals are produced, most notability formic acid & glutamate. Both of these chemicals cause the body to mimic the side effects of multiple sclerosis and Alzheimer. Even the passing of aspartame to be allowed in food was controversial. Just as the studies on it, continue to be today.

There is a lot of High Fructose Corn Syrup, the sugar of choice, in regular sodas. People started finding out about how bad sugar is for them and how much sugar was really in their favorite every day drink. Everyone started turning against all of the soda companies and they had no choice but to come up with an alternative. So, instead of using natural sugar or High Fructose Corn Syrup in sodas, scientists invented artificial sweeteners, a way to keep the soda sweet yet contain no sugar. Artificial sweeteners like Aspartame that are added to diet soda are actually worse for us than the sugar that is in regular soda. This was proven by an Osteopathic Physician from the American Colledge of Nutrition who states, "While many of the artificial sweeteners have reportedly similar side effects, aspartame accounts for over 75 percent of the adverse reactions to food additives reported to the FDA" (Mercola).

The use of artificial sweeteners in beverages and food has been on a steady rise since 1969, the year it was authorized in the United States of America. The popularity of artificial sweeteners has been on a rise because of the benefit that it is a zero calorie sweetener .Even though artificial sweeteners have some great benefits many scientists believe that it causes adverse effects such as cancer, weight gain and depression. I strongly believe that consumers are not aware of the side effects of artificial sweeteners hence the increase in consumption since 1969.

ban", ("Tufts University Health",2015). The food and drug administration is a federal part of the United states human and health services and they continuously promote the use of aspartame and have stated that there is “no new credible scientific evidence to change the agency’s position that the zero-calorie sweetener is safe for the general population", ("Tufts University Health",2015). Even a study stated in the article by the American cancer society “found no link between intake of diet sodas (most commonly sweetened by aspartame)

Companies that use aspartame in their soft drink products, like Diet Pepsi and Diet Coke, are entangled with the safety controversy. Though both companies do not directly address the use of aspartame in their advertisement, their opinions of the controversy may be noted. Diet Pepsi up until 2012, like Diet Coke, used aspartame to sweeten their Diet Pepsi . However, Pepsi, during a rebranding movement, decided to end their use of aspartame; instead, the company now uses Sucralose (Spelnda) and acesulfame potassium (Ace K) . This decision was not explicitly advertised because the company did not want to draw attention to the fact that they are still using artificial sweetener . This switch is intended to help Pepsi’s taste and consistency last

Aspartame is found in over 6000 products that are on our supermarket shelves, it goes by the brand names of Equal, and Nutra Sweet. First one would have to look at why aspartame came to be in over 6000 products world wide. In today 's society everybody is looking for that short cut, that way eating anything they want and staying thin and healthy. So instead of skipping the cookies we now reach for "sugar-free" cookies, and Diet soda so we can still eat what we want without all the calories. In a society where obesity is on the rise, there is a huge market for products like aspartame. Aspartame gives you all the sweetness you want without all the calories you don’t want. So if it says "sugar-free" or a diet product chances are aspartame is in it. This paper intends to look into how aspartame was discovered, the steps the company took to seek the approved to use in dry goods and eventually in soft drinks, and the controversy surrounding its approval, as well as the side effects of using aspartame along with how consumers are being affected by it and what companies are doing as a result of how consumers are reacting to it.

This extended essay is trying to answer the question “How much does people’s knowledge of the affects of aspartame reflect the scientific facts?”. The essay starts with a brief introduction to the topic, explaining thoroughly what food additives are in general and furthermore what kind of substance Aspartame is. Before continuing to consider and discuss the dangers of food additives and aspartame, information about other sweeteners are researched and some examples of these are stated.

Aspartame is the most common and one of three alternative sweeteners in the United States which can be found in more than 6,000 products and is consumed by more than 200 million people around the world (Calorie Control, 2015). You will find these man-made sweeteners in many reduced calorie foods; such as, jams and jellies, powdered soft drinks, maple syrups, chewing gum, juice blends, frozen desserts, cereals, hard candy and the most popular of products being sodas. Aspartame is also seen in little pink packets of Sweet & Low on restaurant tables. Besides being found in vitamins its important use is in many low-calorie and sugar-free beverages and

What exactly is aspartame? Aspartame is one of the most common artificial sweeteners on the market these days. It was actually accidentally created by chemist, James Schlatter in 1965. Aspartame is formed by joining together the amino acids aspartic acid and phenylalanine. Aspartame first entered the market in the 1980’s. It was first sold under the name NutraSweet and is said to be two hundred times sweeter than regular sugar, because of this you can use a lot less of it to sweeten things, which means there will be less calories per serving. Aspartame is now used in several table top sweeteners, as well in prepared low sugar content foods, diet sodas, and sometimes they use it to alter the flavor of medicines.

- When the NutraSweet entered the market they followed the strategy of Price War. In order to get the significant market share of sweeteners the company offered up to

NutraSweet, Equal, Spoonful, and Equal-Measure are all brand names for aspartame, a low calorie sugar substitute used in more than 90 countries to sweeten foods and beverages. Aspartame is a synthetic chemical that is created through the combination of the amino acids phenylalanine and aspartic acid, and a small amount of methanol. Aspartame can be found in several products, such as soft drinks, over-the counter drugs, vitamin and herb supplements, instant breakfasts, candy, breath mints, cereals, sugar-free chewing gum, coffee, juice, and tea beverages, tabletop sweeteners, and gelatin desserts. This product may have seemed like a dream come true when it was first invented in 1981

A slow growing market is a great way to characterize the energy beverage category in late 2007. This industry was increasing in profits still but was not increasing in profits as quickly due to factors such as market maturity, increasing in prices, competition and new hybrid products (Kerin & Peterson, 2010). The market was still very small but was dominated by Red Bull due to it being one of the first energy drinks, which caused it to dictate the market and have more of an advantage than the other energy beverages. So in late 2007 the market for energy drinks was still

In 1986, rivals presented a limited risk to the company due to NutraSweet’s monopolistic position in the production of aspartame. However, the development and subsequent introduction of alternative low-cal high intensity sweeteners, combined with the trend of blending, presented a major risk for NutraSweet’s product. Also, as the patents for aspartame expire in the different regions NutraSweet will face competition from alternative producers of aspartame as well.

Controversies, Infobase Learning, 26 July 2010, http://icof.infobaselearning.com/recordurl.aspx?ID=2311. Accessed 20 Feb. 2017. This source was written in order to discuss the benefits and harms of using artificial sweeteners in place of sugar. This article was published in the Issues and Controversies database; therefore it has been used in academic writing previously. We can conclude that the source is unbiased and credible. It compared the high health risks of sugar to the very low health risks of artificial sweeteners. Also extensively covered, is the history and development of artificial sweeteners, and the opposing opinions on both. This source is lengthier than many similar ones, and contains more factual information and research-backed claims. Of all the sources, this one supports the thesis the most by providing