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Substitute products from smaller, more agile companies have a history of upending the established players.
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Often additional resources then innovators must divert resources from new enterprises to finding substitute products, which may pose new risks.
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Nevertheless, the food industry is abuzz with talk about producers preparing various low-carb products to substitute for items on the Atkins blacklist.
ECONOMIST: Dieting
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Back in 2001 the company created a process called Green List to screen the chemicals in their products and substitute them with environmentally friendly alternatives.
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Accordingly, if users continue to increasingly access Facebook mobile products as a substitute for access through personal computers, and if we are unable to successfully implement monetization strategies for our mobile users, our revenue and financial results may be negatively affected.
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While Apple has said it would not develop its own search engine, having an alternative to Google that is not a Microsoft product and could be used on its iOS devices and Mac products could be a nice substitute.
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The unit sells sugar substitute Splenda, Lactaid lactose-free milk products and dietary supplements.
WSJ: Vitamins Become Growing Business for Consumer-Product Companies
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Another hotness indicator is the presence of those companies that have nothing to sell this year, but knowing they need to have a high profile at the show, substitute hype (usually crazy marketing stunts) for real products.
FORBES: Tipping Point Alert
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They are generally less sweet than sucrose (table sugar), so they are often mixed with very sweet artificial sweeteners like aspartame, sucralose and acesulfame potassium, to form a palatable substitute in low sugar, low carbohydrate, and diabetic or "diet" products.
CNN: Is no-sugar ice cream really a healthier alternative?