In JMP 14 and above (and I beleive in JMP 13 as well) there is an even better way of handling these: Using Multiple Response option. THe Excel Import Wizard imports the data accurately, though the row span is too small to see all the values immediately. However if you increase the row span you'll see the other values as well.
Then you have to set the modeling type of that character column to "Multiple Response" and set the property "Modeling Response" to "" (empty) to handle the new line appropriately. Of yourse you could also use the above mentioned script and use ";" as a delimiter.
Hope that helps others having that problem. However, I'm not a big fan of using Excel in that way, as it complicates analysis. Having one value in each row makes it much more appropriate for analysis than wrapped cells.
/****NeverStopLearning****/