Even though artificial sweeteners are estimated to be a $1.5-billion-a-year business, not many companies are searching for new ones. The path to the supermarket can be long, winding and littered with regulatory and commercial obstacles.
…Another approach is not to replace sugar but to look for other molecules that magnify its sweetness. It takes a lot of sugar to activate a sweetness receptor, and Senomyx, a company in San Diego, believes it can find compounds that would reduce the amount needed. PepsiCo is one of the companies Senomyx is working with.
Without mentioning the company by name, the article also refers indirectly to SPEX, the virtual biotech company that has tried to get FDA approval for the sweetener, D-tagatose as a drug for diabetes.
“The efficient-market hypothesis may be the foremost piece of B.S. ever promulgated in any area of human knowledge!”