The University of Hull is to conduct an independent study, funded by the Food Standards Agency, to assess whether the artificial sweetener aspartame causes symptoms in those people who feel that they are sensitive to it.
Aspartame is 150 times sweeter than sugar and is found in more than 4,000 products including diet soft drinks, cereal bars, yogurts and chewing gum.
Advice from the Food Standards Agency and the European Food Safety Authority (EFSA) remains that aspartame is safe to consume. However, a number of people have reported sensitivity to the product including headaches, dizziness, vomiting, diarrhoea and fatigue.
"We give you a medal, and you give us a pipeline into Americans' wallets. Such a deal!"