Product details

This is the fourth of a four-case series (502-063-1 to 502-066-1). The NutraSweet Company is the world''s number 1 producer of aspartame, an artificial sweetener used in foods, beverages and tabletop sweeteners in more than 5,000 products. GD Searle and Co discovered and developed aspartame in 1965. This case outlines development and marketing of the highly successful brand that became known as NutraSweet, including the sale of the business to Monsanto then later to JW Childs, and also including turf wars in the US soft drink industry. This case is suitable for courses in branding, ingredient branding, industrial marketing, marketing and brand promotion.