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HOLLAND SWEETENER COMPANY COMMENCES ASPARTAME COMPETITION IN UNITED STATES AS NUTRASWEET'S PATENT EXPIRES

 Aspartame Positioned as Traditional Food Ingredient,
 Not Consumer Product in $800 Million U.S. Market
 WASHINGTON, Dec. 15 /PRNewswire/ -- Holland Sweetener Company today announced it will begin supplying the low-calorie sweetener aspartame to food and beverage manufacturers in the United States. The exclusive patent to market aspartame, held by NutraSweet, expired yesterday.
 "The U.S. aspartame market is now open for competition -- a milestone that will result in substantially lower prices," said Ken Dooley, vice president of Holland Sweetener's North American Sales and Marketing Group. "Our presence in the U.S. market will result in aspartame being competitive throughout the world for the first time since it was approved for commercial use." Sales of aspartame in the United States are valued at $800 million.
 Holland Sweetener Company is the primary competitor challenging NutraSweet's current monopoly of the American aspartame market. Holland Sweetener's emergence signifies a crucial turning point in this market, allowing for more competitive, market-sensitive pricing. Additionally, Holland Sweetener's policy of "no restrictions" on the use of identification of its aspartame places, for the first time, the product in a commodity market -- similar to all other food ingredients.
 Holland Sweetener Company has been selling aspartame in Europe and Canada since 1986. It now lays claim to 35 percent of the European low-calorie sweetener market and more than 5 percent of the Canadian market. It is recognized as a significant aspartame supplier throughout Europe and Canada.
 Holland Sweetener is committed to playing a competitive, long- term role both in Europe and in the U.S. market. The company is currently expanding its plant in Geleen, the Netherlands, to quadruple production capacity. An investment of more than $60 million, the expanded plant will be on line in 1993.
 Holland Sweetener Company is a joint venture of two major chemical companies -- DSM of the Netherlands and Tosoh Corporation of Japan -- which are equal partners in the company. Holland Sweetener was founded in 1985 to capitalize on proprietary aspartame production technologies DSM and Tosoh developed independently. Its current facility began commercial production in 1988.
 -0- 12/15/92
 /CONTACT: Ken Dooley, 416-756-2226, or Eric Dezenhall, 202-296-0263, both for Holland Sweetener Company/


CO: Holland Sweetener Company ST: District of Columbia IN: FOD SU:

TW -- DC006 -- 7118 12/15/92 10:54 EST
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Publication:PR Newswire
Date:Dec 15, 1992
Words:378
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