Silver Spoon and Cargill join forces to bring Truvia to UK

This announcement comes ahead of anticipated EU approval of stevia extracts later this year, and heralds the UK’s first taste of an entirely new sweetener category: zero calorie sweetness from the leaves of the stevia plant.

After two years on the US market, the Truvia brand has become the number one stevia-based sweetener. It attracted new consumers to the market and grew a previously stagnant retail sweetener category by 18%. As such, it has become the third best-selling of all the non-sugar sweeteners, a market currently valued at $685m in the US.

On receipt of regulatory approval, the product will be available through the Silver Spoon network to all major UK supermarkets, restaurants, hotels and other food distribution outlets.

Silver Spoon will jointly market the product with Cargill, building brand awareness through advertising and in-store programmes. Under the terms of the partnership, the sweetener will be co-branded with the Silver Spoon and Truvia logos appearing on packaging.

Source: Associated British Foods

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