Robert Shapiro: The Man Behind NutraSweet

Introduction to a Visionary

Bob Shapiro set out to conquer diet soft drinks and did. In 1983, G.D. Searle, the Skokie-based company he helped run, had just become the sole provider of the sugar substitute aspartame after the federal Food and Drug Administration signed off on its use in soft drinks. Chemists at Searle, a pharmaceutical company, invented the sweetener, which was marketed as NutraSweet.

The Rise of NutraSweet

Mr. Shapiro helmed the company’s NutraSweet division, which sat atop exclusive patent rights for the use of aspartame in the United States. NutraSweet and its distinctive logo — a red and white swirl — had been approved a decade earlier for use in dry goods and already was being used in things like tabletop sweeteners and chewing gum. But Mr. Shapiro saw that diet soft drinks were the future.

Conquering the Diet Soft Drink Market

For more than two decades, saccharin had been the dominant sugar substitute in diet soft drinks. But the sweetener took a reputational hit when government regulators linked it to cancer — aspartame would later face similar concerns. Aspartame was significantly more expensive than saccharin, so industry heavyweights like Coke and Pepsi blended it with saccharin to create a sweeter, better-tasting diet cola. But Mr. Shapiro found a way to nudge soft drink execs into going 100% with aspartame.

A Strategic Move

In 1984, a representative from Searle brought Pepsi executives research that showed that, when offered a choice of a diet soft drink with a blend of saccharin and aspartame or one with just aspartame, people couldn’t taste the difference. Still, consumers said they preferred the one that didn’t have saccharin, according to “The Other Guy Blinked: How Pepsi Won the Cola Wars,” a 1986 book by Roger Enrico, who was chief executive officer of Pepsi-Cola USA. While pitching the switch to all-aspartame, Mr. Shapiro also demanded that they prominently display the NutraSweet logo on packaging and in advertisements.

Legacy and Later Life

Over the course of several weeks, attitudes essentially migrated from “Who the hell do you guys think you are?” to “Where do we sign?” according to Nick Rosa, a Searle executive who worked closely with Mr. Shapiro. Not to be outdone, Coke signed their own deal with Searle a short time later and also went 100% aspartame in their diet soft drink. Mr. Shapiro died May 2 at his home in Chicago from pancreatic cancer. He was 86.

Personal Life and Interests

Robert Shapiro was born Aug. 4, 1938, in Manhattan to Moses Shapiro and Lilly Shapiro. His father headed the electronics company General Instrument. His mother worked for a music licensing organization. Mr. Shapiro attended Harvard University and Columbia Law School and later did pro bono legal work for clients in New York including rent-strikers in East Harlem, according to his son Jim Shapiro. He also taught law at Columbia University, the University of Wisconsin, and Northeastern University.

Career Highlights

Mr. Shapiro worked as an attorney for the U.S. Transportation Department before joining General Instrument, where he was general counsel and vice president. He joined Searle in 1979 and was tapped to head up its NutraSweet operations by former Defense Secretary Donald Rumsfeld, who was out of government at the time and serving as chief executive of Searle. Searle was purchased by Monsanto in 1985, and Mr. Shapiro climbed its corporate ranks. He became Monsanto’s CEO in 1995 and oversaw a pivot from chemical manufacturing to biotech and agriculture, with a focus on genetically modified seeds.

Conclusion

Robert Shapiro’s legacy is marked by his visionary approach to the food industry, particularly in making NutraSweet a household name. His strategic thinking and ability to adapt to changing consumer preferences played a significant role in the success of aspartame in diet soft drinks. Beyond his professional achievements, Mr. Shapiro was a man of diverse interests, from music and gardening to teaching law. His impact on the industry and his personal philosophy of embracing change will be remembered.

FAQs

• Q: What was Robert Shapiro’s role in the introduction of aspartame in diet soft drinks?
  A: Robert Shapiro was instrumental in convincing major soft drink manufacturers to switch from a blend of saccharin and aspartame to 100% aspartame in their diet soft drinks, thereby making NutraSweet a dominant brand.
• Q: What company did Robert Shapiro work for when he led the NutraSweet division?
  A: Robert Shapiro worked for G.D. Searle when he led the NutraSweet division.
• Q: What was the outcome of Mr. Shapiro’s strategy for NutraSweet?
  A: The outcome was highly successful, with revenues jumping from tens of millions to nearly a billion, and NutraSweet becoming the first food ingredient to be branded and become a household name.
• Q: What were some of Robert Shapiro’s personal interests?
  A: Robert Shapiro had a variety of personal interests, including music, gardening, art, and playing guitar. He also supported his children’s musical endeavors, with his son and daughter being part of the rock band Veruca Salt.
• Q: How did Robert Shapiro contribute to the development of genetically modified seeds?
  A: As the CEO of Monsanto, Robert Shapiro oversaw the company’s pivot towards biotech and agriculture, focusing on the development of genetically modified seeds, such as soybeans resistant to the company’s weedkiller.