New AF Sweetner??

http://www.foodnavigator-usa.com/new...89-cost-is-the


3/4/2005 - We reported on Wednesday that sales of the sweetener neotame had increased four-fold during the last 12 months. Philippa Nuttall spoke to NutraSweet's CEO to find out the reasons for this success.

The company attributes its success largely to the fact that neotame is now widely available, meaning demand can be met, and that consumer pressure is forcing food manufacturers to make products containing less calories.
The company was unable to share figures with FoodnavigatorUSA.com as it is privately owned, but confirmed that the ingredient is selling well because, in comparison to its rivals, it is cost efficient, costing substantially less, for example, than high fructose corn syrup (HFCS).

"Neotame is more cost effective than all other sweeteners except saccarin," Craig Petray, NutraSweet's CEO told FoodNavigatorUSA.com.

He added that sales are increasing quicker internationally, outside the US, namely in Australia, New Zealand and China, where the ingredient is being used particularly in yoghurts and fruit juices to replace aspartame or sugar.

The company does not yet have approval to sell neotame in southern Latin American countries, but the northern part of the continent and Mexico is seeing good progress in sales.

"We hope to get approval to sell the ingredient in Latin America south during the next few months," Petray told FoodNavigatorUSA.com.

New products that have recently come to the market that contain neotame include, Kroger's fruit juice and certain powdered ice-teas. Neotame is also now used in some Detour energy bars and certain confectionary products, such as Wrigley Chewing Gum in Australia, Roman Meal Bread line and Herr's pretzels in the US.

"Reducing the amount of high fructose corn syrup in a beverage reduces the number of calories and the cost," said Petray, adding that generally 25-30 percent of the HFCS is replaced by neotame.

Neotame has a different taste profile than either sugar or HFCS and therefore it would not be used as a total replacement, but Petray pointed out that if used at the right level, the ingredient can actually enhance certain fruit flavors.

Taste and cost are the two criteria on which sweeteners should be judged, according to Petray, and the references most often referred to by food manufacturers.

The increase in Neotame's sales has been based from a small starting point, but Petray is confident that this trend will continue. He projects that sales will triple this year and believes they could do the same next year.

"Things could really explode, we are continuously optimistic," he said.

On May 16, 5:27 am, "2Phat" wrote:
Thanks for the share.

"Reducing the amount of high fructose corn syrup in a beverage reduces the
number of calories and the cost," said Petray, adding that generally 25-30
percent of the HFCS is replaced by neotame.

Hrm. So, I'm getting a product with 70-75% of the calories because
we've replaced very unhealthy HFCS with unknown quantity neotame? I
dunno about you, but my LC diet plan includes a lot of things, but as
little HFCS as I can find (I can't think of any off the top of my
head, but it's sneaky like that).

Neotame has a different taste profile than either sugar or HFCS and therefore it
would not be used as a total replacement, but Petray pointed out that if used at
the right level, the ingredient can actually enhance certain fruit flavors.

This seems like an idea product to blend with other AS's. The way that
they mix Sucralose and AceK, or all the sugar alcohols. Seems like the
best move.

Taste and cost are the two criteria on which sweeteners should be judged,
according to Petray, and the references most often referred to by food
manufacturers.

Interesting view on the market. I would suggest that palatable taste
is hyper important, while cost is something you can pass through to
consumers. Take a look at the prices you see for things like Enviga or
Coke Black. Actually, the whole energy drink segment pretty much.
Exoticism breeds good margins.

The increase in Neotame's sales has been based from a small starting point, but
Petray is confident that this trend will continue. He projects that sales will triple
this year and believes they could do the same next year.

Hrm. So, they sold one unit in 05, 4 units in 06, and project 12 units
in 07 and 36 in 08. Or some multiple of that. Since most of the AS
market is in products (rather than packets), why not? I guess
rewriting formulas and not ceding monopoly supplier power to
NutraSweet might be good reasons why not. If it doesn't taste anything
like sugar, it's not gonna do packets, I think. The CPG market did the
cede power to Monsanto back in the days when they made Nutrasweet. It
was cheap, but then Monsanto started pulling higher prices. I think a
health scare about nutrasweet ultimately took the logo off the can and
lowered prices back to economic cost.

thanks for the post.

-Hollywood

As far as I understand, this stuff is made by Nutrasweet. They wanted
to develop something similar to aspartame that worked for people with
PKU so food manufacturers wouldn't have to put warning labels on
products that contain it.

But, as far as I know, it's only being sold to food manufacturers for
use in products, not to consumers.

On May 16, 6:57 am, Hollywood wrote:
This seems like an idea product to blend with other AS's. The way that
they mix Sucralose and AceK, or all the sugar alcohols. Seems like the
best move.

I saw a product recently that is a mixture of erythritol and stevia.
I didn't buy any cause it was bulked up to measure like sugar, so I
can't comment on how good it was.

But apparently, the manufacturers of such things have gotten the
message... not only to use several sweeteners in their own products,
but that selling mixtures directly could be popular.

I just wish more of them would get the message about selling liquid
versions!

Ooo, I read the article but it didn't say that specifically what you posted
so thanks!


wrote in message
ups.com...
As far as I understand, this stuff is made by Nutrasweet. They wanted
to develop something similar to aspartame that worked for people with
PKU so food manufacturers wouldn't have to put warning labels on
products that contain it.

But, as far as I know, it's only being sold to food manufacturers for
use in products, not to consumers.