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-Europe

Collapse

More than simply a food ingredients supplier, Cargill deeply understands our customers' strategies, consumers, distribution channels and competition. We deliver solutions that help the food industry and beverage manufacturers drive growth through new product innovation and reformulation. Cargill helps reduce costs through supply chain and manufacturing process efficiency and managing commodity price risk. Cargill helps our food industry and beverage manufacturing customers create unique products that fill product pipelines and reduce time-to-market by connecting our diverse food ingredients supplier capabilities — marketers, research scientist, application experts, risk managers and manufacturing process engineers — and seamlessly delivering these resources to customers. As a service and solution-oriented food ingredients supplier, our broad portfolio helps our customers address their food product development needs across the spectrum of applications and categories. Cargill helps our customers safely manufacture products every day around the world by reliably originating and distributing grain, oilseeds and other food ingredient commodities and by processing a diverse food ingredients supplier portfolio that spans core and specialty ingredients, ingredient systems and finished food systems.

Related Articles

Food Ingredients News

Anuga 2017 NPD trends: High protein and vegetable innovation

16 Oct 2017 --- Last week, over 7,400 companies from 107 countries exhibited at Anuga 2017 in Cologne, with a strong focus on new products and innovations. High protein platforms featured strongly on the dairy NPD agenda, with offerings including Greek and skyr options. FoodIngredientsFirst takes a look at some of the highlights.

Regulatory News

DSM: 47 percent of consumers are more concerned about sugar consumption than 3 years ago

16 Oct 2017 --- DSM has published a new report in its Global Insight Series focusing on consumer attitudes and behavior around the labeling of sugar content. The report, based on an international survey, shows that concern about sugar is on the rise globally, with nearly half of all consumers saying they are more concerned about overall sugar consumption than they were three years ago. In most countries, label reading has become the norm with more than 50 percent of global consumers say they check the sugar content of foods before they buy.

Regulatory News

Ireland plans 30 cents per liter sugar tax

12 Oct 2017 --- Ireland is proposing to bring in a sugar tax similar to the levy to be introduced in the UK amid concerns the country is facing an escalating obesity crisis. As the Finance Minister of Ireland, Paschal Donohoe set the country’s 2018 Budget, he  announced measures for a new sugar tax of 30 cent per liter on drinks with over eight grams of sugar per 100 milliliters, with a reduced rate of 20 cent per liter on drinks with between five and eight grams of sugar per 100 milliliters.

Food Ingredients News

Cargill launches functional starches to address consumer demand for label-friendly products

11 Oct 2017 --- In response to growing consumer demand for label-friendly, simple and familiar ingredients, Cargill has launched a portfolio of functional native starches under the new SimPure brand. SimPure offers food and beverage manufacturers tailor-made, functional native starches that deliver the simple ingredient label consumers want, along with greater process tolerance, shelf life and storage stability. The product line will be available worldwide. 

Food Ingredients News

Sugar reduction: Kerry develops flavoring solution to address consumer demands

06 Oct 2017 --- In response to the growing consumer demand for sugar alternatives, Kerry has developed TasteSense, a natural flavoring solution, which builds back the sweetness that is lost, when sugar is reduced, allowing consumers to enjoy the taste and mouthfeel that sugar delivers, without the negative labeling impact. TasteSense allows for up to 30 percent sugar reduction and can be labeled as a natural flavoring.

More Articles