His promotion of the sugar substitute was a success. But later, as head of Monsanto, he faced blowback after the company rushed into genetically altered products.
Robert B. Shapiro, a brash former law professor turned corporate executive who performed a marketing miracle by branding aspartame as the sugar substitute NutraSweet and making it a household name that consumers demanded in thousands of products, died on May 2 at his home in Chicago. He was 86.
The cause was pancreatic cancer, his son James Shapiro said.
Aspartame was invented by chemists at the pharmaceutical company G.D. Searle in Illinois in 1965 and approved by the Food and Drug Administration for use in soft drinks in 1983, a year after Mr. Shapiro became chief executive and chairman of what the company was already calling its NutraSweet subsidiary.
Unlike its chief rival, saccharin, which had dominated the market in the 25 years since it was approved, aspartame leaves no bitter aftertaste and wasn’t suspected of being linked to cancer. (In 2023, however, the World Health Organization identified aspartame, on the basis of “limited evidence,” as “possibly carcinogenic.”) It has virtually no calories and, despite its brand name, virtually no essential nutritional value.
In 1985, Searle sold $700 million worth of aspartame, identified as NutraSweet by the tiny but distinctive red-and-white swirl logo that appeared on the packaging of food and drink products that appealed to dieters and other consumers who wanted to avoid sugar.
“Shapiro built a marketing campaign around that trademark, convincing consumers that NutraSweet (and no other company’s version of the very same sweetener) was the key to losing weight,” Daniel Charles wrote in “Lords of the Harvest: Biotech, Big Money, and the Future of Food” (2001).