Truvia Brand Sweetener Moves Up to be #2 Sugar Substitute in US

04 May 2011 --- Truvia rebiana is used as an ingredient in over 30 food and beverage products today, including Glaceau vitaminwater zero, YoCrunch 100 Calorie Packs, Kraft Crystal Light Pure and Minute Maid Premium Pomegranate Tea.

5/4/2011 --- The Truvia brand continues to lead the way for natural sweeteners, now ranking as the number two sugar substitute in the U.S. with a 12.8 percent share at retail within the sugar substitute category. Truvia natural sweetener has achieved this milestone after just over two years on the market, surpassing Merisant’s Equal (aspartame) for the past 16 months and the 52 year-old brand, Cumberland’s Sweet’N Low for the past 12 weeks. (Source: ACNielsen Food/Drug/Mass+Wal-Mart, 4 weeks ending 3/19/11.)

“The rapid acceptance of Truvia natural sweetener since its launch, shows that consumers want a natural, great tasting, zero-calorie sweetener,” said Zanna McFerson, assistant vice president, Cargill Health & Nutrition and director, Truvia enterprise. “Now, more than ever, consumers are looking for new food and beverage products that help in sugar and calorie reduction.”

Truvia rebiana is used as an ingredient in over 30 food and beverage products today, including Glaceau vitaminwater zero, YoCrunch 100 Calorie Packs, Kraft Crystal Light Pure and Minute Maid Premium Pomegranate Tea.

Knowing that a growing number of consumers are searching for sugar-reduced products in the grocery store, the Truvia brand commissioned an independent study with more than 2,400 moms in the U.S. to answer the following question: “Are moms willing to give products made with Truvia natural sweetener to their family?”

The research* confirmed that yes, U.S. moms are already buying (or interested in buying) products made with the Truvia brand for the whole family, including their kids. Key findings:
Current products made with Truvia brand are most often purchased for the entire family.

When moms were asked about potential products that could be made with the Truvia brand in categories such as dairy, ready-to-eat cereal, confections and beverages, the findings were similar across all product categories:

•    Half to two-thirds of moms who are current product purchasers in these categories, are interested in products made with the Truvia brand. These moms also indicated they would purchase these products for the entire family, including the kids.
•    90% of moms would purchase juice drinks and 89% would purchase ready-to-eat cereal made with the Truvia brand for their kids.
•    Even moms who currently don’t buy products in certain categories, were interested in buying products made with the Truvia brand and said they would buy these products for the entire family.

“Every day, Cargill works closely with food and beverage companies to find the right recipes for new products or for reducing calories and sugars in existing items,” added Zanna McFerson.  “The Truvia brand provides a solution to create better-for-you products for the whole family.”

* Source: Cargill/TNS Proprietary Research: Moms’ Acceptance Study. A study of 2,417 primary grocery shoppers, U.S. moms age 18-59 with children age 1-18 in the household. Results reported are statistically significant at a 95% level of confidence. Study was fielded in October 2010.



Cargill Texturizing Solutions is one of the leading suppliers of texturizers and emulsifiers to the global food and beverage industry.

As a global business spanning 24 countries across all the major regions, Cargill Texturizing Solutions is well-placed to take on the challenges faced by food manufacturers across the world, offering them specific solutions for providing texture in multiple food applications. Using a wide and unique “mixing palette” of ingredients, including hydrocolloids (alginates, carrageenans, locust bean and guar gums, pectins, and xanthan gum), emulsifiers, lecithins, cultures and enzymes, starches, soy proteins and functional systems, Cargill is able to find the best texturizing solution for the customer. 

More than 3,000 employees – including some 300 scientists and applications experts - ensure the ingredients’ performance consistently meet customers’ specifications.

Cargill Texturizing Solutions also provides a diversity of services, supported by a global yet local network of plants, R&D centres and sales offices, allowing access to know-how and experience from individual markets as well as global developments - without sacrificing local service.  R&D activities are structured along product lines and in-depth food category management to ensure our portfolio is always cutting edge, and processes remain state-of-the-art.  Close customer relationships guarantee exchanges of insight, knowledge and experience, while Application Centres in different continents allow food scientists to develop quality products within pilot plants, in an environment similar to manufacturers’.

Globally, our product development experts work with Cargill’s sister food ingredients businesses on new solutions and functionalities, including ingredients and raw materials like sweeteners, cocoa and chocolate, flavours, health ingredients, and oils and fats. 

For Cargill Texturizing Solutions, a consistent value is the on-going commitment to the consumer, providing solutions with their perspective in mind. From design through development to manufacturing, Cargill Texturizing Solutions is committed to creating with its customers innovative new products for consumers to enjoy.