Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Splenda, Leading the Tabletop Sweetener Market

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Case Title:

Splenda: Leading the Tabletop Sweetener Market

Publication Year : 2004

Authors: Siva Rama Krishna & T Phani Madhav

Industry: Food, Diary and Agriculture Products


Case Code: MKS0012

Teaching Note: Not Available

Structured Assignment: Not Available

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With people looking for ways to decrease caloric intake and with an increase in the number of diabetics, low-calorie sweeteners began to appear on restaurant tables to sweeten hot and cold beverages and were also used in processed beverages and packaged foods. Until 2000, the tabletop sweetener market saw a fierce battle between two American brands -'Sweet 'n Low' and 'Equal'. Though Sweet 'n Low was the oldest tabletop sweetener, Equal emerged as the winner. However, a new sweetener called Splenda that was released in 2000, began to eat Sweet 'n Low and Equal's lunch.

Pedagogical Objectives:

  • To discuss the competitive scenario in the tabletop sweetener market
  • To discuss how Splenda, backed by the marketing muscle of its parent company Johnson & Johnson, became the number one brand in the tabletop sweetener market within three years of its launch.

Keywords : Saccharin, Aspartame, Sucralose, Splenda, Sweet 'n Low, Equal, Nutrasweet, Marketing Strategies Case Study, Viral marketing, Artificial sweeteners, Tabletop sweetener market


  • Introduction
  • Artificial sweeteners
  • Splenda's entry into the market

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