WHO warning on aspartame makes life less sweet for drinks makers

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The World Health Organization has labeled aspartame, an artificial sweetener commonly present in fizzy beverages, as "potentially cancer-causing", raising the possibility of consumer resistance towards major soft drink companies like PepsiCo and Coca-Cola.

The international organization in charge of health stated that they have updated their categorization after analyzing minimal proof. They continue to advise individuals to limit their consumption to a maximum of 40mg per every kilogram of their body weight. This amounts to approximately nine to fourteen cans of a standard-sized carbonated beverage.

Nevertheless, the presence of scientific ambiguity regarding the healthiness of artificially sweetened food and beverages poses a potential threat to consumer goods companies. These companies are currently facing pressure to minimize sugar content in their products and revamp their reputation as purveyors of unhealthy items.

The sector's reaction to demands for them to address obesity and reduce the sugar levels in unhealthy food and beverages has been to advertise calorie-free substitutes. Aspartame is one of the most commonly utilized synthetic sweeteners in edibles and beverages, present in items ranging from low-sugar fizzy drinks like Diet Coke, Fanta Zero, and Diet Pepsi to Mars' sugar-free chewing gum called Extra, and Müller light yogurts.

For many years, experts have had discussions about whether artificial sweeteners have positive or negative effects on our health, causing uncertainty among people about whether they should choose a regular Coke or a Diet Coke for better overall health.

People from the soft drinks industry claimed that the WHO's declaration was a validation of the safety of consuming aspartame.

Kate Loatman, the head honcho of the International Council of Beverages Associations, the global organization responsible for overseeing the beverage industry, expressed that this ruling "will be of utmost importance in enlightening customers as they contemplate various strategies to lower their sugar and calorie intake in their daily meals."

Both PepsiCo and Coca-Cola chose not to provide a comment. Müller stated that they utilize minimal amounts of aspartame in certain items and consistently evaluate their ingredients to ensure they adhere to the necessary guidelines.

According to the WHO, although they haven't altered their recommendations on the maximum amount one should consume daily, businesses can explore the possibility of reevaluating their ingredient compositions to steer clear of synthetic sweeteners.

"We are not suggesting that companies should pull their products from the market, nor are we advising consumers to completely give up consumption. We simply encourage exercising some moderation," stated Francesco Branca, WHO's director of the nutrition and food safety department.

"It involves altering the composition of products and selecting ingredients in a way that enables the creation of delectable products without relying on the use of sweeteners," he expressed.

The message from the World Health Organization (WHO) is not expected to lead to any changes in the recommendations given by food safety regulators. Professor Robin May, the chief scientific adviser of the Food Standards Agency, mentioned that the report aligns with the UK's regulatory body's belief that aspartame is a safe substance to consume. However, he also expressed appreciation for the WHO's request for additional research to better comprehend any potential concerns linked to aspartame consumption.

Nevertheless, despite the advice given by authorities, consumers have still refrained from consuming diet beverages that include aspartame in previous years. The worries surrounding the potential cancer-causing properties of this artificial sweetener resulted in a decrease in the desire for low-calorie fizzy drinks from the early 2000s up until the 2010s.

In the year 2015, PepsiCo decided to eliminate aspartame from Diet Pepsi as a response to worries expressed by consumers regarding its impact. These concerns had significantly contributed to the continuous decrease in the popularity of low- and zero-calorie drinks.

"We listened to the feedback from our diet cola consumers in the United States who expressed their desire for Diet Pepsi without aspartame, and we have taken action to meet their needs," stated Seth Kaufman, the executive in charge of Pepsi and its various flavors during that period. However, despite the efforts to change the formula, there was still a decline in sales prompting the company to reintroduce the sweetener after one year.

The possibility of increased sugar taxes and more stringent labeling regulations in the United States, United Kingdom, and Europe has heightened the importance for consumer goods companies to promptly decrease the amount of sugar in their products.

Nevertheless, the recent discoveries made by the World Health Organization bring up yet another concern regarding whether artificial sweeteners are truly the solution.

A research conducted by the Weizmann Institute of Israel in 2014 found that the consumption of artificial sweeteners may contribute to the development of obesity. Recently, the World Health Organization (WHO) advised individuals to completely steer clear of sweeteners as there is evidence indicating that they do not aid in reducing body fat and may potentially lead to a higher likelihood of acquiring type 2 diabetes, cardiovascular ailments, and even death.

Emma Clifford, an associate director at market research firm Mintel, stated that the increasing use of artificial sweeteners poses a significant obstacle to the development of low-, no-, and reduced-sugar products, particularly in the soft drinks industry. The concerns surrounding these ingredients have become widespread and are causing difficulties in the market.

"Products that can proudly claim to be 'without sweeteners' in product categories where these components are typically found should prominently display this information on their packaging and include it in their marketing strategies to take advantage of this aspect."

One concern for businesses, especially those located in the United States, is the possibility of being taken to court. Previous guarantees provided by regulatory organizations have proved ineffective in shielding companies from legal action brought by groups of people claiming harm from potentially cancer-causing characteristics.

Bayer, a massive German corporation, finds itself entangled in a lengthy legal dispute in the United States after purchasing seed producer Monsanto for a staggering $63 billion back in 2016. This acquisition left them vulnerable to lawsuits regarding the potentially cancer-causing weedkiller known as Roundup. However, Bayer firmly stands by the safety of their product, claiming that scientific studies back up their assertion. The US Environmental Protection Agency also chimed in, stating that the current use of glyphosate, the key ingredient in Roundup, poses no discernible risks to human health.