Splenda
by author Sandra Tonn, RHN

With increasing awareness about the dangers of chemical sugar substitutes such as aspartame, consumers are searching for a replacement.

“What about Splenda?” they ask me, hoping to receive some assurance from a nutritionist that they can enjoy their sweets without calories or adverse health effects. They eagerly insist, “It’s made from sugar, so it’s natural,” and wait for permission to indulge.

Just Add Chlorine

I wondered how an artificial sweetener could be natural and decided to investigate. The patented multi-step process starts with cane sugar. Three hydrogen-oxygen groups on the sugar molecule (sucrose) are replaced with three chlorine atoms, resulting in an artificial compound that is approximately 600 times sweeter than sugar. This compound, which was named sucralose, is chemically stable and, therefore, stands up to high temperatures without losing its taste. It is gaining popularity with both manufacturers and consumers.

So sucralose is made with sugar, but the finished product is not natural. In fact, the reason it has no calories is because it is not a sugar. Why, then, do many consumers have the impression that it is natural? And does this impression bring with it an assumption of safety? Such questions have spurred a rash of criticism and lawsuits against the makers of sucralose, McNeil Nutritionals.

“Made From Sugar, so It Tastes Like Sugar”

Joe Schwarcz, Director of the McGill University Office for Chemistry and Society in Montreal, is an authority on artificial sweeteners and maintains that sucralose is safe. His only criticism about sucralose is its marketing approach which associates the artificial sweetener with sugar. Schwarcz told the Montreal Gazette that “sucralose is different from sugar. Incorporation of three chlorine atoms into the sugar molecule converts it into a totally new substance.”

The Texas Consumer Association, an Austin-based watchdog group, contends that by using the word “sugar” in ads and on packaging, McNeil is trying to link their product with sugar in the minds of consumers to convince them that sucralose is more natural than other sweeteners.

The Centre for Science in the Public Interest (CSPI) commissioned a US Internet survey in April 2004 to find out how consumers perceive Splenda. The survey, which included 426 Splenda users, showed that only eight percent knew the sweetener was made from sugar and chlorine. While 57 percent of Splenda users correctly believed that it was an artificial sweetener, 47 percent of users incorrectly believed Splenda was a natural product.

CSPI Executive Director Michael F. Jacobson, who, with a number of consumer groups, is encouraging an investigation, says, “Splenda’s artificiality may present a marketing challenge, but that’s not an excuse to confuse consumers and lead them to believe that Splenda is natural or in any way related to sugar.”

While the CSPI criticizes McNeil’s advertising campaign, it also considers Splenda to be safe. However, CSPI also says aspartame is “probably safe,” while some consumer-advocate groups consider it decidedly unsafe.

Thus far, three state consumer class action lawsuits and two independent federal suits have been filed citing false advertising and the misleading of consumers. The first to file suit was Merisant Worldwide Inc., the makers of the low-calorie sweetener Equal. The second federal suit was filed by The Sugar Association, a trade organization that represents the US sugar-cane and sugar-beet industries.

Merisant’s lawsuit states, “Splenda is not natural in any sense of the word.” James Murphy, counsel for The Sugar Association, says, “[McNeil Nutritional] is misinforming consumers about the reality of the chlorinate product Splenda.” Both parties point an accusing finger at McNeil’s Splenda ad campaign slogan: “Made with sugar, so it tastes like sugar.”

Sour Industry War

Lan Lai-Minh, Director of Commun-ications for McNeil Consumer Health-care at the Canadian headquarters in Guelph, Ontario, said in a telephone interview, “Nowhere do we say that Splenda is natural.”

Sandra Tonn, RHN, is a registered holistic nutritionist and freelance writer. www.sandratonn.com.

Source: alive #282, April 2006