Bitter Competition The Holland Sweetener Co vs NutraSweet A Adam Brandenburger Maryellen Costello Julia Kou 1993
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“The battle between the ‘NutraSweet’ brand of artificial sweetener versus the ‘Holland Sweetener’ brand of natural sweeteners raged on in 1993. According to the National Sweeteners Association (1992), the former has nearly 70% of the American market. NutraSweet (now Aroport Chemical) has 32% of the market in the United States and Canada. Hungry for market share, Aroport Chemical purchased the Holland Sweetener
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Bitter Competition In 1993, both NutraSweet and Holland Sweetener Co released their most advanced sweetener products that promised to be the most convenient and less expensive competitors to their competitors. However, both companies faced some major challenges during this time that could lead to different fortunes. NutraSweet NutraSweet Awas launched in 1988 as a line of low-calorie sugar substitutes that were a more convenient and affordable alternative to sugar and high-f
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NutraSweet was released in 1982, the same year as a competitor, the Holland Sweetener Co’s version of the sweeteners. Both sweetners’ primary market was the dairy industry, which consumed 60-80% of all food sweetener consumption. The Holland Sweetener Co (HSC) was established in 1956 by Harry K. Holland, a former pharmacist and entrepreneur from Detroit. He saw the need for a sugar alcohol sweetener and licensed the pat
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It’s hard for me to recall the exact dates for the release of NutraSweet and the first NutraSweet ad. (NutraSweet was introduced in 1982 and 1983. NutraSweet Ad went out for public view in early 1984.) However, I remember hearing of it on air during the spring of 1984. At that time, I lived in Columbus, Ohio. I had been at SWEETINKER® Co. (later
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I have always loved the classic sweetener-flavored candy bar: NutraSweet. It’s sweet, it’s mild, it’s a candy bar. What a dream! So why does the Holland Sweetener Co, a Dutch firm, launch an equally “mild” and sweet, yet highly successful product – NutraSweet? find out this here In other words, why is there a bitter competition between the two in 1993? Well, the answer is simple. The Holland Sweetener Co is a Dutch company, and
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“The bitter competitive battle between HOLAND SWEETENER CO and NUTRASWEET (both of Amsterdam) for control of sugar substitutes has continued into the 1990s. In a bitter case study case in which the outcome was largely determined by the judges, HOLAND SWEETENER CO successfully argued that its claim that its sweeteners should be called “sweeteners” rather than “sugar substitutes” was a violation of the Lanham Act, 15 U.S.C
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The story goes, that in the early ’90s, NutraSweet was the king. case study analysis No one would do business without its sweet, sweet sweetener. No company wanted a piece of the NutraSweet pie. NutraSweet was the only sweetener you could count on. The first wave of competitors, the first true rivals to NutraSweet, arrived in 1990. A company called Sweet ‘n Low was a big one. Then there was Nutralite, a big player