From traditional sugar to healthier sweetener: reshaped consumer perceptions of healthier sweeteners by transforming sugar myths into informed choices.

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The Industry: Food & Beverage and Retail

The Rub: Too much sugar is the enemy of a healthy diet. So low-calorie sugar substitutes might seem like the perfect solution. But is Sucralose — aka Splenda®, aka the sweetener in the yellow packet — a healthy swap for the real thing? Many healthcare professionals say its generally safe to eat but can cause long-term health side effects. 

The Mindset: What can a little extra sugar here and there really do to me in the short term? And I gotta live, so I’m choosing the lesser of two evils, ok? 

The Urgency: More and more consumers today are naturally health conscious (the GenZ and GenYers), or are overhauling their lifestyles (the Boomers) to live healthier. Which means health is in and Splenda is out, right? Not quite. Splenda has transformed its products, education, and community. 

The KPIs: Audience awareness & engagement. Social reviews. Splenda sales. Store foot traffic. Positive press.