ne more product to help you become thinner. The Rs 600-crore Alembic Ltd, maker of Glycodin, has launched a zero-calorie sweetener, called, what else, Zero. Shaped like Nestl�s Polo mint (yes, with a hole), Zero contains sucralose, a sugar substitute derived from sugar.


Zero marks the company�s foray into what is broadly termed as the lifestyle category. Pradeep Rane, president, Alembic, says that the company made a conscious decision to aggressively target �proactive health seekers� who have little time to pursue some sort of fitness and health regimen. Zero, he says, is a safe, easy and effective solution for stressed-out city dwellers. The TV commercial for Zero, conceptualised by Leo Burnett, is already on air.

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