Leading aspartame producer Ajinomoto is launching a new initiative that will brand the sweetener AminoSweet.
It's now more than 25 years since products sweetened with aspartame were first launched in Europe. In this time, the sweetener has transformed the market for low-calorie and sugar-free foods and drinks and has become the first choice for many leading brands.
Like other low-calorie sweeteners, aspartame delivers sweetness without calories, but it's unique in two ways:
- Aspartame tastes like sugar
- Aspartame is made from two amino acids.
In recent years, there has been more and more focus on the development of low-calorie foods and drinks that help consumers maintain a healthy weight and avoid obesity. At the same time, food and drink manufacturers have become more interested in what their ingredients are made of and where they come from.
Ajinomoto believes that the time is right to remind the industry that aspartame tastes just like sugar, and that it's made from amino acids – the building blocks of protein that are abundant in our diet.
The name AminoSweet is appealing and memorable. It reflects that AminoSweet comes from the same amino acids that are abundant in the food we eat every day.
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