Thursday, 12 April 2007

Splenda being sued by rivals for misleading advertising claims

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When you read the words "made from sugar, so it tastes like sugar," what do you assume about the product? Do you assume it's natural? Do you assume that it's made from sugar? Would you assume it was safer than other similar products? That's what legal minds are trying to figure out after the makers of Equal and NutraSweet filed a lawsuit against the makers of Splenda, saying that Splenda fools customers into thinking their product is natural with their misleading advertising slogan.

The truth is, sugar is used in the making of Splenda, but all sugar is burned off during the process and there is no sugar in the finished product. Splenda is made from synthetic compounds, just like Equal and NutraSweet, but these competitors claim that consumers don't understand that the products are very similar in nature. Splenda argues back that consumers like their product better because it tastes better and can be used in in baking. Splenda sales make up 60% of the artificial sweetener market right now, so there's a lot of money at stake on both sides.

Do you use artificial sweeteners? If so, let's take an unofficial poll: Which sweetener do you like better? If so, why? And did you understand that Splenda was not sugar-based and not natural? Does that make a difference to you? And if you're like me and you don't use these sort of products at all, tell us what helped you make that decision.

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