ith a 72 per cent share of the Rs 60-crore low calorie sweetener segment, Zydus Cadila's brand Sugar Free is the overwhelming market leader. Yet, the company has undertaken a rebranding exercise for its aspartame based sweetener. Sugar Free will, henceforth, be known as Sugar Free Gold. A new commercial has also been launched to emphasise the fitness proposition of the brand.

Sugar Free was launched nearly four decades ago but it's only in the last five years or so that artificial sweeteners have gained popularity in India. With an affluent middle class becoming increasingly health conscious, artificial sweeteners have moved beyond the diabetic market into the realm of dieters and fitness conscious people. And with the rise in demand, there's been more variety to sweeten up the market.... more