How a 3-micron powerhouse helped create a billion-dolar industry.

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Bird’s-eye view, photograph of a soda can with two straws sitting on a yellow diagonal rectangular field over a black and red background.

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THE NOVO INSIGHT

# How a 3-micron powerhouse helped create a billion-dollar industry.

The task was enormous. But the force that accomplished it was microscopic.

The goal was to create a new sweetener that had more practical, economical application.
The means? An innovative 3-part enzyme system from Novo.

Evidence of our success is in your hands when you pick up almost any non-diet soft drink.

It’s sweetened with High Fructose Corn Syrup. And if it were not for a unique enzyme application, the billion-dollar HFCS industry would not exist today.

Novo was there at the beginning of the revolution in the HFCS industry. Just as we have helped revolutionize processes in brewing and textiles, dairy and pharmaceuticals.

We have the enzymes readily available to help you begin your own revolution.

NOVO
The Leader in industrial biotechnology.

Novo Laboratories Inc.
33 Turner Road
Danbury, CT 06810-5101
1-800-251-6686
In Canada, 1-514-631-6795
A subsidiary of Novo Industri A/S Denmark

[additional notes] 

Hannah Yang:

Invisible giant story

• enzymes are so small and intangible but control the entire industry -> immense power 

Rejecting the controversy over High Fructose Corn Syrup

• framing HFCS as an unprecedented industry victory 

• “billion-dollar” success  

Narrative: We were the reason HFCS was a success, if you use our products, you can be just as successful too 

• “start your own revolution”