|
|
Article: Rivals, sugar industry take aim at Splenda; Competitive sweeteners blast juggernaut's marketing push as misleading to consumers.(News)(Sugar Association sues McNeil Nutritionals for false advertising)
- Article from:
- Advertising Age
- Article date:
- February 14, 2005
- Author:
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: KATE MACARTHUR
In four short years, Splenda has gobbled up more than half the sugar-substitute category, and competitors want sweet revenge.
Rivals are fighting back against the upstart's marketing campaign that it's "made from sugar so it tastes like sugar'' in the courts and the court of public opinion. One legal battle is being waged by Merisant, marketer of Equal. It filed suit in November in a Pennsylvania district court against Splenda marketer Johnson & Johnson's McNeil Nutritionals after what it called failed attempts to have the National Advertising Division of the Better Business Bureau review the campaign.
At least nine suits ...