For Cargill, a Breakthrough Ingredient Presents a Marketing Challenge

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Kristen Leigh Painter, Minneapolis Star-Tribune, July 31, 2016

Cargill has started making a sugarlike product that seems perfect. It tastes like sugar, has zero calories, mimics natural sweeteners and won’t destroy farmland or forests. It could be very big.

There’s just one problem: It’s made in a lab.

The product, called EverSweet, got a stamp of approval in June from the Food and Drug Administration as safe for people to consume in food and beverages. But at a time when foodies and activists around the world debate food origins, labels and health claims, Cargill faces an enormous marketing challenge with its breakthrough ingredient.

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