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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