Eight percent of the artificial sweetener Splenda is currently sold to pharmaceutical companies for over-the-counter cold remedies, lozenges and vitamins sold in America. Tate & Lyle, Splenda's manufacturers, hopes to replicate their success in this product area in Europe.
Increased Interest
Splenda is already present in several European drug formulations. An increased interest from European pharmaceutical markets may allow Tate & Lyle to considerably expand their market penetration there.
Mostly in Food and Drink
The vast majority of Splenda is still being sold to food and beverage manufacturers: 39 percent of Splenda goes into beverages, and 53 percent goes into food.