Cargill’s Truvia business has announced that the UK sweetener market has grown by £3.5m in 2012 – a 7 percent growth rate in a previously flat market. This growth, according to the company, is primarily due to the introduction of stevia-based sweeteners, which, since their introduction to the UK market in January 2012, have been responsible for 80 percent of this £3.5m growth. Recent new product development initiatives of Truvia calorie-free sweetener tablets and Truvia Baking Blend are set to further accelerate the growth of the category.
As an ingredient, Truvia stevia leaf extract is used in over 50 foods and beverages worldwide, including recently introduced Coca-Cola’s Sprite and Glaceau’s vitaminwater in the UK.
Truvia calorie-free sweetener launched in 2008 in the US, where it is now the number two sugar substitute and has, sas Cargill, grown the category by over 20 percent.
Following a year of successful growth across Europe and North America, the Truvia business recently announced its entry into the South American market with a launch in Venezuela. Truvia consumer products will soon be available for purchase throughout North America (United States, Canada and Mexico) in addition to the United Kingdom, France, Italy, Spain, and Venezuela.
“Bringing Truvia sweetener to the UK market marked a major step forward for consumers, opening up an entirely new category of sweetness - calorie-free and sweetness from a leaf,” said Mark Brooks, business director, Truvia Consumer Products. “We’ve been delighted by the response we’ve had from UK consumers in the past 12 months. It reflects the growing demand among consumers for products that taste great without unnecessary calories.”
Following this first year in market, Truvia calorie-free sweetener kicked off 2013 with a new £5 million integrated marketing campaign to drive trial and educate consumers. This year also sees the launch of two new product formats, Truvia calorie-free sweetener tablets and Truvia Baking Blend in the UK.
