Nutrition Business Journal
Monk Fruit Tastes More Like Sugar, Taste Drives Business

Monk Fruit Tastes More Like Sugar, Taste Drives Business

Alternative sweeteners market heats up to combat diabesity: Stevia’s big but could be bigger, Splenda goes functional, and monk fruit emerges as a formidable contender.

They used to say that if you could put thin in bottle, you’d own the world. Today, the focus has shifted slightly: You just need to put delicious, non-fattening sweetness in a packet—or in a food or beverage. “Everyone is looking for the low-cal or zero-calorie platform,” thanks to the worldwide diabesity epidemic, says James Tonkin, principal at Healthy Brand Builders, an Arizona-based beverage branding and marketing company.

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