When Did Sucralose Become Popular?

December 26, 2025 •

3 min read

Sucralose, famously known by the brand name Splenda, was first approved for use in Canada in 1991, but it was its widespread adoption in the United States beginning in the late 1990s that cemented its status as a popular sugar substitute. This rapid climb was fueled by key regulatory approvals and a highly effective marketing campaign.

Quick Summary

The meteoric rise of sucralose popularity in the late 1990s was driven by key FDA approvals, savvy marketing of the Splenda brand, and consumer demand for calorie-free sugar alternatives.

Key Points

FDA Approval in the US: Sucralose achieved widespread adoption after the FDA granted it general-purpose sweetener status in 1999, removing limitations on its use in foods.
The Splenda Brand Launch: The introduction and marketing of the Splenda brand in the late 1990s was instrumental in its commercial success, building trust with consumers through its "Made from sugar" tagline.
Heat Stability Advantage: Unlike its major competitor aspartame, sucralose is heat-stable, allowing its use in baked goods and expanding its market reach significantly.
Shifting Consumer Trends: The rise in health consciousness, including a focus on low-calorie products for weight and diabetes management, created a fertile market for sucralose to flourish.
Taste Profile: The sugar-like taste of sucralose, without the bitter aftertaste of other sweeteners, made it a preferred choice for many consumers, driving repeat purchases.
Market Domination: By the mid-2000s, Splenda had overtaken its rivals like Equal (aspartame) to become the top-selling sweetener in the U.S. market.

From Serendipity to Sweetener Sensation

Sucralose's journey to becoming a popular household item began with a fortunate mishap. In 1976, scientists from British sugar company Tate & Lyle, collaborating with researchers at Queen Elizabeth College, discovered the compound. A student misheard a directive to "test" the chlorinated sugar and instead tasted it, discovering its intense sweetness. This discovery was the first step towards a new non-caloric sweetener, but it would take decades of research and regulatory hurdles before it reached consumers.

A Timeline of Regulatory Milestones

Before achieving popularity, sucralose needed official approval for use in food products. This process began in the early 1990s and marked a crucial phase in its market entry and public acceptance.

1991: Canada becomes the first country to approve sucralose for food use.
1993: Australia follows, granting its approval for the sweetener.
1996: Approval is granted in New Zealand, further expanding its global footprint.
1998: The U.S. Food and Drug Administration (FDA) approves sucralose for use in 15 specific food and beverage categories, paving the way for its introduction into the massive American market.
1999: The FDA expands its approval, designating sucralose as a "general purpose" sweetener, allowing its use in virtually any type of food or beverage. This second approval was a game-changer, removing a major barrier to its integration into countless products.

The Rise of the Splenda Brand

The market success of sucralose is inextricably linked to the branding and marketing of Splenda. In the U.S., McNeil Nutritionals, a subsidiary of Johnson & Johnson, launched Splenda shortly after FDA approval. The yellow packets, distinct from the pink (saccharin) and blue (aspartame) competitors, became an iconic symbol. The advertising tagline, "Made from sugar, so it tastes like sugar," was both memorable and highly effective, suggesting a more natural, sugar-like flavor compared to its rivals.

This marketing strategy worked exceptionally well. By the mid-2000s, Splenda sales figures were significantly outperforming those of older artificial sweeteners. According to The Wall Street Journal, U.S. sales of Splenda reached $212 million in 2006, while competitor Equal (aspartame) trailed at $48.7 million. This market dominance confirmed that Splenda had successfully captured consumer preference.

Factors Driving Sucralose Popularity

Several key factors converged to propel sucralose into the consumer mainstream:

Consumer Demand for Low-Calorie Options: With rising health consciousness and growing concerns over obesity and diabetes, consumers were actively seeking low-calorie and sugar-free alternatives.
Heat Stability: Unlike aspartame, sucralose is heat-stable, allowing it to be used in baked goods and other products requiring high temperatures. This versatility significantly broadened its application beyond soft drinks, entering the home baking market.
Superior Taste: Many consumers perceived sucralose to have a more sugar-like flavor profile without the bitter aftertaste associated with some older sweeteners, making the transition easier and more palatable.
Marketing Excellence: The "Made from sugar" campaign successfully leveraged its origin to build trust and differentiate it from other, less understood chemical-sounding sweeteners.

Sucralose vs. Other Sweeteners: A Comparison

To understand sucralose's popularity, it helps to compare it with its main competitors. Its heat stability and taste profile offered distinct advantages.


Feature	Sucralose (Splenda)	Aspartame (Equal)	Saccharin (Sweet'N Low)	Stevia (Truvia, PureVia)
Discovery	1976	1965	1879	1905 (plant), 2008 (purified)
FDA Approval (US)	1998/1999	1974/1996	1977	2008
Sweetness (vs. Sugar)	~600x	~200x	~200-700x	~200-400x
Heat Stable?	Yes	No (loses sweetness)	Yes	Yes
Source	Modified Sucrose	Two Amino Acids	Synthetic	Natural Plant
Popular Form	Yellow Packets	Blue Packets	Pink Packets	Green Packets/Liquid

Conclusion

While sucralose was discovered in the 1970s and first approved in Canada in 1991, its popularity did not truly explode until the late 1990s following critical FDA approvals in the U.S.. The combination of widespread regulatory clearance, the creation of a powerful and trusted brand like Splenda, and its desirable characteristics—such as heat stability and sugar-like taste—allowed it to capture the attention of a health-conscious market. The effective branding cemented its status as the leading artificial sweetener of its time, surpassing older rivals and shaping the sugar-free landscape for years to come. Its success illustrates how a product's popularity can be driven by a perfect storm of regulatory, market, and consumer-centric factors.

Learn more about artificial sweetener safety at the U.S. Food and Drug Administration.

Frequently Asked Questions

Sucralose was discovered serendipitously in 1976 by scientists working at Tate & Lyle in collaboration with Queen Elizabeth College.

Sucralose was first approved for use in Canada in 1991, followed by approvals in Australia (1993), New Zealand (1996), and the United States (1998).

The FDA's approval for 15 specific food categories in 1998, and its subsequent general-purpose approval in 1999, were crucial in allowing sucralose to be widely used in countless products across the American market.

The Splenda brand, launched by McNeil Nutritionals, effectively marketed sucralose to consumers. The memorable tagline "Made from sugar, so it tastes like sugar" and distinctive yellow packaging quickly built brand recognition and consumer trust.

Yes, sucralose is heat-stable, which was a significant advantage over competitors like aspartame. This feature allowed it to be used in baked goods and other heated products, expanding its applications beyond beverages.

Many consumers find that sucralose has a cleaner, more sugar-like taste compared to some older artificial sweeteners. This lack of a strong aftertaste contributed to its broad appeal.

Splenda outsold its rivals due to a combination of factors, including its heat stability, favorable taste, and effective marketing campaign, which capitalized on the growing consumer demand for calorie-free sugar alternatives.

Yes, sucralose remains one of the most widely used artificial sweeteners globally and is found in thousands of food and beverage products.