This spring sees SPLENDA® Sugar Alternative announce its first packaging redesign since entering the UK market in 2002. Over the past ten years SPLENDA® has established a strong presence in the sugar alternative category, thanks to its original sweetening ingredient sucralose, which promises the same great taste but with a fraction of the calories of sugar.

The aim of the packaging redesign is to simplify the product messaging and make it visually more appealing to the shopper. It comes as a result of extensive consumer research and sees the brand reinforce its excellent taste offering, as the SPLENDA® consumer is the most loyal in the sugar alternative category.

The packaging redesign will be supported by a PR and Digital campaign, as SPLENDA® launches the ‘Small Steps’ campaign with the help of an expert panel. Throughout 2012, style-guru Nicky Hambleton-Jones, celebrity fitness coach Jane Wake, life coach Liz Wilde and SPLENDA® nutritionist Kiran Goraya will help women take a series of small steps that add up to a big lifestyle difference.

Maria Somalya, SPLENDA®, Associate Marketing Manager, comments; “With our packaging redesign and new marketing campaign, we want to show that SPLENDA® is relevant to anyone seeking a healthier diet and lifestyle, without a compromise on taste. This year stevia has been approved in the UK and as a result, several new sweetener brands have launched into the market. Therefore it was the right time to highlight SPLENDA’s® excellent taste credentials and product versatility.”

SPLENDA® was first marketed in the US in 2000 and in the UK in 2002 and was the original sucralose brand within the sugar alternative market. It is now owned by McNeil Nutritionals Ltd and sold worldwide. Sucralose is one of the most extensively tested food ingredients and is now sold in more than 80 countries and is used in more than 4,000 products.