Capitalize on demand for foods high in fiber
Brand a new corn-based dietary fiber additive
The new name must be available worldwide
Tate & Lyle, the makers of Splenda, sought to meet consumer demand for high-fiber foods. Their new corn-based additive was tasteless and odorless, yet it provided healthful dietary fiber. Following the model of artificial sweeteners, the name and logo of the new additive might appear on consumer packaging, with a message about enhanced fiber.
Promitor is the Roman god representing the distribution of the grain harvest. The backstory transcended borders, and the unique nature of the name helped it find trademark clearance globally. In context — “Made with Promitor Dietary Fiber” — the name calls to mind the idea of “promoting,” as in “promoting good health.”
