Olean / Olestra
After years of product development, Procter & Gamble enlisted Applebaum to create the 'common or usual' name, as well as the brand name, for their revolutionary zero-calorie fat substitute.
First, the Olestra name was created by Applebaum and approved by the FDA as the 'common or usual' name for the molecule, a novel sucrose polyester made from vegetable oil and sugar. The brand name Olean was then developed. It projects the positioning and key benefit, is fitting with the category, and has an appealing simplicity that relates back to the olestra name. With these qualities, Olean has been marketed effectively as a branded ingredient across a range of packaged foods.