The Splenda brand faced volume decline as consumers increasingly shifted toward natural, calorie-free alternatives. Splenda Naturals represented the company’s strategic response to regain lost market share in both retail and B2B channels, leveraging established brand equity while positioning itself as the superior natural offering in an increasingly crowded category.

As a later entrant to the stevia market, Splenda Naturals initially suffered from lower name recognition compared to established competitors. However, this market position provided a critical advantage: the opportunity to learn from competitors’ shortcomings. While consumers demanded calorie-free, no-sugar options, existing stevia market leaders had consistently failed to deliver good-tasting products.

Go-to-market strategy development

The B2B launch of Splenda Naturals presented a unique strategic challenge. With the brand identity already developed, the task was to adapt that positioning for commercial channels while achieving multiple business objectives—not only succeeding in B2B markets but also leveraging those channels as consumer trial vehicles to support retail growth. Key factors considered in the plan included:

Target audiences

• QSR and fast casual chain accounts
• Club retail buyers
• Office coffee distributors

Pricing & packaging

• Three package sizes (400, 500, and 1000 count) optimized for different B2B applications and usage volumes
• Club packaging specifically designed to sell without direct sales support
• Cost-plus model aligned with B2B channel expectations

Positioning & value proposition

• Core Position: “Best Tasting Stevia”
• Value Drivers:
  • Superior taste profile with reduced bitterness
  • Trusted SPLENDA® brand heritage and quality assurance
  • Natural ingredient composition meeting consumer demand trends