Now no aspartame

Intense sweetener aspartame has been subjected to endless scrutiny and every major public study has declared it safe for human consumption.

Yet US food giant General Mills has announced it will switch sweeteners in its Yoplait Light product and promote this change with a “Now no aspartame” statement on pack.

The debate about diet and health is already complex enough without food companies themselves exacerbating prejudice and perception. I fear this is an initiative that could backfire on industry by making innovation even harder and consumer trust more difficult to retain.