Coca-Cola (NYSE: KO) and Cargill have come up with a new calorie free sweetener. And, it is "all natural" so that consumers do not have to worry that they will get lead poisoning or worse.
The product is called rebiana and it comes from the South American herb called stevia, according to The Wall Street Journal (subscription required). Its appeal may end up being that it is simply different from most of the synthetic products on currently on the market.
Unfortunately, one study done on the herb used in the new product found that it caused mutations in rat livers. Since rats are almost impossible to kill, the results would seem to be a drawback. In humans, at least, the liver is still a fairly important organ. The herb is much sweeter than sugar, so much smaller amounts work as an additive.
With rats dropping like flies, it would seem that the new product will not be much of a threat. Ask the Vioxx people.
The synthetic sweetener crowd can sleep safe in their beds.
Douglas A. McIntyre is a partner at 24/7 Wall St.
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6-11-2007 @ 5:20AM
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