As you are well aware, artificial claims can boost your stock price in some very concrete ways...
From the Chicago Tribune:
Chicago-based Merisant Worldwide Inc., maker of the artificial sweetener Equal, filed for Chapter 11 bankruptcy protection Friday, hobbled by the global credit crisis and sliding sales.
(blame the no-so-sweet-economy...)
In 2008, Splenda grabbed 60 percent of the market, and Equal had only 11 percent, third after Sweet & Low. (That's not Equal at all!)
The upshot: Merisant's revenues sank 18 percent from 2003 through 2007, when they totaled $290 million. For 2008's first nine months, sales were off another 6 percent from a year earlier.
(causing cancer is a competitive business)
Merisant is betting on future growth through PureVia, a zero-calorie natural sweetener derived from the leaves of the stevia shrub. Tabletop sweeteners under the PureVia brand are rolling out in stores nationwide. (I have a coupon and will try it! My theory is changing cancer causing chemicals every so often helps delay the buildup of any one type...)