Sam's Sugar Co.is a leading cane sugar manufacturer.The company faced a threat of going out of business when a rival company introduced a zero-calorie sweetener to replace the high-calorie cane sugar.According to Porter's five-force model,the two products are:

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The rival company's zero-calorie sweetener is a substitute for Sam's Sugar Co.'s high-calorie cane sugar, as consumers can opt for the former instead of the latter to satisfy their sweetening needs. This represents a threat to Sam's Sugar Co.'s business, and thus, the two products can be considered substitutes as per Porter's five-force model.