I heard it described around headquarters as "a very big deal." It uses "flavor enhancers" -- biotech products that are not sweet themselves but increase the intensity of sweeteners, to re-create a full-sugar taste.
...discovered or in-licensed many of the key receptors that mediate taste in humans. Using isolated human taste receptors, we created proprietary taste receptor-based assay systems that provide a biochemical or electronic readout when a flavor ingredient interacts with the receptor. To enable faster discovery of new flavors, we integrated our assays into a robot-controlled automated system that uses plates containing an array of individual fluid wells, each of which can screen a different sample from our libraries of approximately 800,000 artificial and natural candidate ingredients isolated from plants and other sources. Our high-throughput discovery and development process allows us to conduct millions of analyses of new potential flavor ingredients annually. This efficiency is impossible to achieve using conventional flavor discovery methods. As a result, we have identified hundreds of unique potential new flavor ingredients that could not be discovered using taste tests alone.