Banner Graphic, Volume 15, Number 327, Greencastle, Putnam County, 3 September 1985 — Page 14

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Tuesday, September 3,1985

No substitute for success of this company

c. 1985 N.Y. Times News Service NEW YORK- When World War II ended Benjamin Eisenstadt and his two sons started a packaging business, the Cumberland Packing Corp., the first to market sugar in small paper envelopes for tabletop use. But it was not until they started packaging a sugar substitute, saccharin, in envelopes that the company enjoyed real success. We named it Sweet ’n Low, because that was my father’s favorite song,” said Marvin Eisenstadt, who shares the executive vice presidency with his brother, Ira. “We colored it pink so it would stand out in the sugar bowl.” The brothers’ father, Benjamin, serves as president of the small, family-owned concern. SWEET ’N LOW HAS remained popular through the sugar substitute industry’s highs and lows since its introduction in 1958. But three years ago, the introduction of aspartame, a natural fructose sugar substitute, began to upset Cumberland’s dollar share. It has not been easy for the Brooklyn, N.Y.,'-based company that thought it had a niche to stand up to major industry changes. Analysts say they do not give saccharin much chance of competing with aspartame. Indeed, the company has diversified into butter substitutes and sale substitutes, although it has remained loyal to Sweet ’nLow. “We are so thoroughly entrenched, even the largest companies can’t knock that,” said Marvin Eisenstadt. He said a requirement to print a health warning each pink packet, imposed after the Food and Drug Administration raised questions about saccharin’s carcinogenic potential, did not harm Sweet ’n Low’s sales. Indeed, he proudly cites statistics that his family’s product is still the preferred table-top

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Marvin Eisenstadt, executive vice president of Cumberland Packing Corp., displays some of his company's most successful products. sugar substitute of most consumers. BUT IT IS THE NEW competitor, aspartame, that has created a new pool of consumers and expanded the sweetener market into a S9OO million industry, nearly double its 1982 size. Although aspartame, which is manufactured by G.D. Searle & Co. under the brand names Nutrasweet and Equal, is more expensive than saccharin, it is several hundred times

Among them is Sweet 'n Low, the pink-packaged dietary sugar substitute. (N.Y. Times News Service photo). sweeter, and now every major diet softdrink maker uses some blend of the ingredient. While Sweet ’n Low’s volume share of the market has remained stable, Eisenstadt acknowledged its shrinking market share. In the second quarter of 1983, he said, his company captured 72.8 per cent of the artificial sweetener market, but by the spring quarter of 1984, its share had been

cut to 66.2 per cent. Aspartame had 21.6 per cent of the market in the spring quarter of 1984, and other competitors had 12.2 per cent. But industry analysts do not share the Eisenstadts’ faith in saccharin’s hold on the marketplace. “Most growth in the industrial market is aspartame,” said Arnold Snider of Kidder, Peabody & Co. “My guess is the bulk saccharin market is small.” According to Paul A. Brooke, an analyst at Morgan Stanley & Co., Aspartame’s growth has been astronomical in the past three years. In 1982, revenues from aspartame totaled $585 million. “THE MAJOR CATALYST was softdrink use,” Brooke said. “When Coke and Pepsi do something, everyone else does it too, in the struggle for a new taste.” Brooke said that saccharin was barely penetrating the soft-drink market sector. The Eisenstadts themselves have been looking beyond saccharin. They describe their product diversification as insurance, or what Marvin Eisenstadt calls a “belt and suspenders” theory of business. The new products, Nu-Salt, Butter Buds and Sweet ’n Low soda, will continue to equate Cumberland with diet. Butter Buds, a powdered margarine and butter substitute made or restructured butter fat and corn syrup and introduced five years ago, has increased Cumberland’s revenue sales by 25 per cent. The Eisenstadts introduced Nu-Salt 10 years ago, but Eisenstadt acknowledged that the artificial salt market was very small, because no one has developed a product that tastes like salt. Nu-Salt accounts for 2 per cent of Cumberland’s revenues. Cumberland brought both products first to hospitals and dietitians. Now, they are beginning to show up on supermarket shelves.

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Recipe features 'this spud for you'

By CECILY BROWNSTONE Associated Press Food Editor A New York friend of mine, on a recent visit to Savannah, Ga., had lunch at a popular restaurant (Crystal Beer Parlor) which first opened in the early 1930 s and serves Southern coastal specialties. To her delight, the shrimp salad sandwich she ordered came accompanied by extra-delicious freshly made potato chips. At home again, with the help of some home economist friends, she duplicated the restaurant’s potato chips and sent me the recipe. When we tried it in our own kitchen, we found it worked well. POTATO CHIPS \ x k pounds (about) baking potatoes (4 medium), peeled 1 quart (about) corn oil Using a vegetable slicer, slice potatoes crosswise into very thin slices. Soak in very cold water for 30 minutes; rinse. Repeat at least 3 more times to remove a good deal of the starch. Pour oil into a heavy 3-quart saucepan or deep fryer, filling no more than l-3rd full. Heat over medium-high heat to 375 degrees. Meanwhile, drain potatoes and dry thoroughly with

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towels. Place potatoes, about 1 cup at a time, in frying basket. Carefully lower into oil; stir. Fry 2 to 3 minutes or until golden brown. Drain on paper towels. If desired, sprinkle with salt. Serve immediately; chips will not stay crisp if stored. Makes about 6 cups.