A Unique Way to Play the Health Craze

Put down your coffee immediately! The stuff you’re putting in your morning cup of joe just might kill you.

Yes, this unsolicited health lecture does have an investing angle. And it fits in perfectly with one of the biggest trends in the market right now…

The rise of organics — and the subsequent demise of many “junk food” brands is a trend we’ve been following for quite some time now. I’ve explained how we’re entering a watershed moment in the markets where health food is becoming mainstream.

Food and restaurant stocks that deal with organic and natural products are surging. Some are even enjoying lucrative buyouts. The big food companies are paying big bucks to add healthy brands to their arsenals.

But the organic movement isn’t the only major trend in the shift toward healthier lifestyles. Scientists are also on the hunt for healthier alternatives to the crap we’re putting in our food.

That brings us back to your cup of coffee. If you’re using artificial sweeteners to cut calories, you might not be doing your body any favors after all.

Percentage of U.S. Population Consuming Artificial Sweeteners

Aspartame, one of the most popular artificial sweeteners on the market, has been under fire for its potential side effects to your health…

“Aspartame remains popular today because it significantly cuts the calories needed to sweeten foods and beverages,” explains our own Jonas Elmerraji, “an attribute that’s in high demand in markets like the U.S., where the CDC estimates that 69% of adults over the age of 20 are overweight. All the sweetness without the guilt? Makes sense. And considering the controversies surrounding more ‘conventional’ natural sweeteners, such as high fructose corn syrup, the tradeoff isn’t surprising.

“But a swell in health consciousness in recent years has been driving distaste for aspartame-sweetened products. Put simply, consumers want an alternative to the artificial sweetener.”

Regards,

Greg Guenthner
for The Daily Reckoning

P.S. For the last several years, PepsiCo has been quietly working with a little-known San Diego biotech company to develop the next generation of the existing artificial sweeteners on the market today. And the profit potential here is astounding. In today’s issue of The Rude Awakening, I gave my readers a unique chance to discover this opportunity for themselves. It’s just one small benefit of being a subscriber. Sign up for my Rude Awakening email edition, for FREE, right here, and see what everyone’s talking about.