The owner of Splenda is buying the owner of arch-rival non-sugar sweetener Equal, uniting the sugar alternatives under a single company. Heartland Food Products (which owns Splenda) has agreed to buy Whole Earth Brands for an undisclosed sum, which will also bring the Swerve and Chuker sugar alternatives into the Splenda company. Low-sugar remains a pervasive trend: According to Ingredion, 64 percent of consumers are actively trying to cut sugar intake, and the number of products launched with “no sugar added” as a selling point rose 4.2 percent from 2020 to 2023.
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