This was the year it all began, when Dr. James Schlatter, who was doing research with amino acids, discovered the main sweetening ingredient in our leading tabletop brands. He had discovered an ingredient that is 180 to 200 times sweeter than sugar and has virtually no calories. Searle branded Schlatter’s new discovery "NutraSweet®."
After many years of testing, this sweetener was approved for consumer use in France. There, the product was marketed as "Canderel®," a combination of the words "candy" and "airelle," the French word for wild cherry. Marketed only in the pharmaceutical channel at that time, Canderel® took the form of a white tablet, and consumer advertising of the product was not allowed. But that would soon change.
Early 1980s
As pharmacists and doctors universally applauded the health benefits of the low- calorie sweetener, the product’s reputation quickly spread. By the early 1980s, Canderel® was being marketed in much of Europe and its clean, sugar-like taste soon won loyal customers. Canderel® became the continent’s leading sweetener, a position it still holds today.
In 1981, the FDA approved the tabletop use of NutraSweet® and the following year, Equal® was launched in the US. Equal® quickly became recognized and accepted in the US and became nearly synonymous with NutraSweet®. In fact, prior to Equal®’s launch, the only major tabletop sweetener product was saccharin-based. Equal®’s sweet, clean sugar-like taste immediately transformed the category.
Unlike its overseas counterpart Canderel®, Equal® was introduced in the US in the form of individual packets, or sachets, rather than tablets. To this day, the sachet remains the most common product form in North America.
Monsanto acquired Searle, and took over manufacturing and marketing of Equal® and Canderel®.
Product lines began to expand to include price brands and other sweeteners.
Paul Block was appointed Chief Executive Officer in November 2004 and has led an initiative to strengthen our company’s core brands, improve the efficiency of our operations, reduce costs and transform our company into a sweetener and sweetened food company. Mr. Block has recruited individuals from outside our company and promoted individuals from within the organization to form a new senior management team with the goal of developing a culture of innovation with a focus on the development and launch of new products designed to revitalize the existing customer base and attract new consumers.
Pure Via™,the all natural zero calorie sweetener, is launched in December 2008. Pure Via™ is a breakthrough all natural sweetener made from the sweet leaf of the stevia plant and is a great tasting alternative to sugar and artificial sweeteners. Welcome to The Next Generation of Sweet™.
Equal® introduced a national branded offering which includes the leading zero calorie sweetener “colors” under the Equal® brand name. In 2010, Equal® launched Equal® Sucralose and Equal® Saccharin. This revolutionary development provides an exceptional value and delivers the quality and taste consumers expect.