High-intensity sweetener Advantame approved for Israel

By Niamh Michail contact

- Last updated on GMT

Advantame is now approved in 36 countries worldwide. © iStock/BigRedCurlyGuy
Advantame is now approved in 36 countries worldwide. © iStock/BigRedCurlyGuy

Related tags: High intensity sweeteners, Sweeteners, Sucralose

Advantame, the high-intensity sweetener made by Ajinomoto, has been approved for use in Israel.

Advantame is a blend of vanillin and aspartame and is said to be 37,000 times sweeter than sugar.

Advantame was approved for use in the EU in June 2014 after receiving a favourable safety opinion by the European Food Safety Authority (EFSA) the previous year. It set an acceptable daily intake of 5 mg per kg by weight per day.

Senior diector for sweeteners Ihab E. Bishay told FoodNavigator the company was now working on getting approval for other countries in the Middle East.

"Advantame works very well as a partial replacement for sugar or high fructose corn syrup.  Depending on the application, you can replace up to 33% of the sugar and maintain the taste and sweetness quality of the product while reducing your sweetener costs.  Advantame can also be used to blend with other high potency sweeteners such as sucralose, to improve their taste profile and reduce cost. 

"It has a very similar clean, sugar-like, sweetness profile to aspartame, without any off-taste.  It does however have a slightly longer lasting sweetness than aspartame."

Brendan Naulty, senior vice president of Ajinomoto North America said in a statement that both aspartame and advantame “a significant role”​ in helping food manufacturers deliver good tasting products with less added sugar and calories.

Consumer mistrust

But although the backlash against sugar has been rising steadily in recent years, reaching a crescendo of punitive fiscal measures either already in place or under discussion -  from Mexico to South Africa​, the UK to Thailand​ - companies may want to think twice before reformulating it out of their products, according to Sara Petersson, nutrition analyst at Euromonitor International.

“Consumer perception is a critical aspect of a product’s success and there has been a lot of uncertainty and mistrust regarding whether or not high intensity sweeteners contribute to the onset of cancer and poor eating choices subsequently,” ​she wrote in an article entitled ‘Sugar is not the one to blame and high intensity sweeteners are not the answer to today’s obesity crisis.’

“Most high intensity sweeteners ​are artificial, and the large demand for natural products and ingredients in recent years means that consumer perception of artificial ingredients has become increasingly negative. The decision for manufacturers to incorporate artificial high intensity sweeteners ​in their products is inevitably associated with the loss of a large proportion of consumers.”

Adavantame’s approval for the Israeli market means the high intensity, zero-calorie sweetener may now be sold in a total of 36 countries, including the USA, Japan, Turkey, Australia, Mexico and all EU member states.

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3 comments

Powerful Sweetener Ind. Demonizes Safer Choice Eliminating the Competition

Posted by Hon. Mary Nash Stoddard,

The Sweetener Lobby wields its clout with massive PR campaign demonizing natural sugars. Aspartame caused five forms of cancers in original testing - ignored illegally by US FDA approving it in 1981, therefore benefitting buddy & CEO Donald Rumsfeld's drug co. FDA's own Bressler Report showed Aspartame violated the Delaney Clause of US Law. FDA Dir., acting above the Law, approved anyway and was richly rewarded for his action. Israeli Officials have been sadly 'duped' (bribed?) by the powers that be to get this carcinogen approved for use in Israel. -- Hon. Mary Nash Stoddard/author Deadly Deception Story of Aspartame and Founder: Aspartame Consumer Safety Network and Pilot Hotline since 1987. (Invited Speaker for Israel's 1st World Conference on Sweeteners)

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Advantame

Posted by Arie,

How can chemicals be Kosher if they are bad for the human body causing many symptoms such as seizures and much more due to the fact it it made with solvents in it.

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Which Rabbi got bribed for this to happen? Or government Minister?

Posted by Stephen Fox,

So Advantame is now kosher?

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