Ajinomoto brands aspartame AminoSweet^®

Ajinomoto, the world's leading aspartame producer has launched a major new initiative that will brand the sweetener AminoSweet.

The name is appealing and memorable, and highlights the fact that AminoSweet comes from the same amino acids that are abundant in the food we eat every day, such as meat, fish, cheese, fruit and cereals.

It's now more than 25 years since products sweetened with aspartame were first launched in Europe. In this time, the sweetener has transformed the market for low calorie and sugar-free foods and drinks and has become the first choice for many leading brands.

Like other low calorie sweeteners, aspartame delivers sweetness without calories, but it is unique in two ways:

• Aspartame tastes like sugar
• Aspartame is made from two amino acids.

In recent years, there has been increasing focus on the development of low calorie foods and drinks that help us to maintain a healthy weight. At the same time, people have become more interested in what's in their food and where it comes from. Ajinomoto believes that the time is right to remind everyone that aspartame tastes like sugar, and that it is made from amino acids, the building blocks of protein that are abundant in our diet.

Click here to visit the new AminoSweet web site and find out more about its role as part of healthy diet.