Pepsi has just decided aspartame is harmful to the health after all. Financial health. Theirs. For that reason (and let's be clear here - that reason alone), it's been ex-nayed from the ingredient list for good.
While the physical health merits of the ingredient is still very much a murky one at best, with some insisting it can be linked to cancer and others - the Food and Drug Administration, for instance - insisting just the opposite, the monetary health merits of it are crystal clear: Consumers don't want it.
“Diet cola drinkers in the U.S. told us they wanted aspartame-free Diet Pepsi and we’re delivering,” Seth Kaufman, PepsiCo's senior vice president of the Pepsi and flavors unit within its North American business, said in a statement.
According to Fortune, the decision to scrap aspartame may be just the competitive edge Pepsi needs to overcome Coca Cola in the snack and beverage race in America.
Diet Coke remains the third best drink seller in America while Diet Pepsi holds onto seventh place - barely. Both brands have seen sales dip over the last decade, by 6.6 percent and 5.2 percent respectively.
"Consumer demand is evolving," Vice President Kaufman added.
And if you ask us, it's about aspar-time.