“Gimmie some rebiana” just doesn’t sound as hot

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Good news for the self consciously pudgy - now ice cream, cereals and granola may be able to give you cancer. Coca-Cola and Cargill are ready to release lines of products sweetened with rebiana, the latest low-calorie sweetener pending regulatory approval. The marketing rationale here is that as long as that calorie number on the package goes down, all is permitted (next up – low calorie bleach, low calorie gasoline). Now you can dip your trans-fat free french fries in that vanilla cookie dough blend without gaining a pound!
Coca-Cola also plans to make the obvious switch to rebiana in its soft drinks, in attempts to assuage the guilt of people who feel they need 200% of the recommended daily dose of B12 from sugar water (a market Coca-Cola now has covered courtesy of Glaceau).
Despite recent market share losses from the happy magic water and happy magic energy drink beverage categories, carbonated soft-drinks are the second most consumed food & drink item in the universe next to sandwiches, according to food industry analyst Harry Balzer at the NPD group (watch his MarketWatch commentary here).
Rebiana comes from a natural herb (the cyclohexatriene herb) and doesn’t add any calories – making it the presumed “holy grail” of sweeteners (or just the lowest calorie most sugary tasting of sweeteners).
Word on the Sweet [MarketWatch]

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