Word: stevia
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...This is a watershed moment for stevia," says Stephen Rannekleiv, an executive director of research for Rabobank, a global bank based in the Netherlands whose clients are primarily in the food and agriculture sectors...
...decline in sales of the pinks and blues and, more recently, of the yellows has been apparent for several years," says J.J. Betts, brand director for PureVia, which is manufactured by Whole Earth Sweetener Co. Its parent company, Merisant, manufactures Equal. "We know stevia is the next generation of mass-marketed sweeteners in this country...
...August, market-research firm Mintel reported that U.S. sales of Truvia, PureVia and other stevia sweeteners - at natural and conventional retailers, excluding Walmart - would exceed $100 million this year...
...Down the road, GRAS certification may indeed help build awareness of products containing Reb A. For now, it's Truvia and PureVia that are bringing stevia awareness to mainstream consumers, indirectly benefiting smaller stevia-sweetener companies...
...Crain, co-owner and vice president at Navitas Naturals, says the presence of Truvia and PureVia in the marketplace helped boost sales of his Organic Green Stevia, which was launched in April. "As a little company, we've benefited from their consumer education," he says. How sweet...