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The World Health Organization has recently classified aspartame, which is commonly found in carbonated drinks as an artificial sweetener, as “possibly carcinogenic”. This new classification could potentially lead to a consumer backlash against beverage giants like PepsiCo and Coca-Cola.
While the revised classification is based on limited evidence, the WHO maintains its recommendation for people to limit their daily intake of aspartame to no more than 40mg per kg of body weight. This equates to roughly 9 to 14 cans of a typical-sized soft drink.
For consumer goods companies that are already under pressure to reduce sugar levels in their products and improve their unhealthy image, any scientific uncertainty surrounding the healthiness of artificially sweetened food and drinks poses a risk. These companies have responded to calls for reduced sugar content by promoting zero-calorie alternatives, with aspartame being one of the most widely used artificial sweeteners in the industry.
Consumers have long debated the health effects of artificial sweeteners, causing confusion over whether a regular coke or a diet coke is the healthier choice. Representatives of the soft drinks industry argue that the WHO’s announcement confirms the safety of aspartame for consumption.
However, the WHO suggests that companies consider reassessing their ingredient formulations and moving away from artificial sweeteners. Francesco Branca, the director of the WHO’s department of nutrition and food safety, emphasizes the importance of changing product formulations and ingredient choices to create tasty products without the need for sweeteners.
The recent classification by the WHO is unlikely to result in immediate changes to the advice provided by food safety regulators. However, consumers have previously expressed concerns over the potential carcinogenic effects of aspartame, leading to a decline in demand for diet sodas. In 2015, PepsiCo removed aspartame from Diet Pepsi in response to these concerns, but it ultimately reintroduced the sweetener due to a further decline in sales.
The threat of sugar taxes and stricter labeling requirements has made it urgent for consumer goods companies to reduce sugar content in their products. However, the WHO’s findings raise questions about whether artificial sweeteners are the ideal solution. Previous studies have suggested that artificial sweeteners could promote obesity, and the WHO has advised consumers to avoid sweeteners altogether due to potential links to type 2 diabetes, cardiovascular disease, and death.
Emma Clifford, associate director at market research company Mintel, highlights that concerns over artificial sweeteners pose a challenge for low, no, and reduced sugar product development, particularly in the soft drinks market. Companies that offer products free from sweeteners should prominently display this information on their packaging and in their marketing.
One potential risk for companies, especially those in the US, is the possibility of litigation. Past assurances from regulatory bodies have not prevented class-action lawsuits concerning potentially carcinogenic properties. German conglomerate Bayer, for example, is currently embroiled in a legal battle following its acquisition of Monsanto, which exposed the company to litigation regarding the weedkiller Roundup.
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