Truvia® Business Opens a New Category of Sweetness and Leads £3.5m Growth in UK Sweetener Market

 Truvia® Business Opens a New Category of Sweetness and Leads £3.5m Growth in
                             UK Sweetener Market

  PR Newswire

  LONDON, April 11, 2013

LONDON, April 11, 2013 /PRNewswire/ --

Truvia ^®  calorie-free sweetener grows previously flat sweetener market  by
7% after just one year in market

The Truvia ^® business announced today that the UK sweetener market has grown
by £3.5m in 2012 - a 7 percent growth rate in a previously flat market. This
growth 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. Truvia ^® sweetener is the
leading stevia-based sweetener of the stevia market, representing £1.7m in its
first year (source: Nielsen Scantrack). 

Truvia ^® brand is driving this growth and innovation in the market:

  *Over 396,000 UK households have purchased Truvia ^® sweetener in the past
    year.
  *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, which is distributed in the UK by Silver
Spoon, is the leading global, great-tasting, stevia-based sweetener. It first
launched in 2008 in the US, where it is now the number two sugar substitute
and has grown the category by over 20 percent.

Following a year of successful growth across Europe and North America,
theTruvia ^® 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. He continues: "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 successful 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 about this exciting alternative to
artificial sweeteners and sugar. This year also sees the launch of two new
product formats, Truvia ^® calorie-free sweetener tablets and Truvia ^® Baking
Blend in the UK.

New Truvia ^® sweetener tablets are perfect for consumers seeking a
convenient, calorie-free alternative to sugar or artificial sweeteners. Each
tablet provides the same sweetness as one teaspoon of sugar. The product will
be sold in packs of 100 tablets, available in Waitrose and Sainsbury's since
February 2013 and Asda from March 2013.

Truvia ^® Baking Blend offers home bakers an easy way to control calories.
This blend of Truvia ^® calorie-free sweetener and Silver Spoon sugar
provides 75 percent fewer calories per serving than sugar. It bakes and
browns like sugar for delicious, lower calorie cakes, brownies and cookies.
Truvia ^® Baking Blend will be available in 500g packs in Waitrose and
Sainsbury's from February 2013.

About the Truvia ^® Business

Truvia ^® sweetener is a great tasting, zero-calorie sweetener made with the
best tasting part of the stevia leaf. Truvia ^® sweetener is #1 in its
category of zero-calorie natural sweeteners in the U.S., the U.K and Venezuela
and is available to consumers in Europe and North America. Truvia ^® stevia
leaf extract is also a versatile sweetening ingredient used to reduce calories
and sugar in foods and beverages. The Truvia ^® business uniquely manages its
stevia supply chain from Field to Table having established a global
agricultural standard for stevia. For more information, visit
http://www.truvia.co.uk .

About Cargill

Cargill is an international producer and marketer of food, agricultural,
financial and industrial products and services. Founded in 1865, the privately
held company employs 142,000 people in 65 countries. Cargill helps customers
succeed through collaboration and innovation, and is committed to applying its
global knowledge and experience to help meet economic, environmental and
social challenges wherever it does business. For more information, visit
Cargill.com and its news center .

About Silver Spoon

The Silver Spoon Company is part of Associated British Foods, a diversified
international food, ingredients and retail group with sales of £11.1 billion
across 46 countries worldwide. The Silver Spoon Company comprises of a
portfolio of leading UK brands including Allinson, Askeys, BakingMad.com,
Billington's, Crusha, Silver Spoon and Silver Spoon Create. The Silver Spoon
Company also partners as exclusive distributors for Nielsen-Massey Vanillas
and Truvia ^® Sweetener. For more information visit
http://www.silverspoon.co.uk or visit the Silver Spoon Company's mouth
wateringly helpful website that offers everything you want to know about home
baking, http://www.bakingmad.com .

Press contacts: Matthew Jacobs Global Communications Manager Truvia ^® Brand
Office: +1-952-742-1032 matthew_jacobs@cargill.com  Emma Knott/Steph MacLeod
Consultant Kaizo Ltd. Office: +44-(0)20-3176-4715 truvia@kaizo.co.uk
 
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