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.
 

Related Articles

Business News

Corbion Opens R&D Lab to Expand Research Capabilities, Extends Natural Line for Uncured Meat

10 Feb 2016 --- Corbion, a leading food ingredients and biobased chemicals company, has officially opened an advanced R&D and applications laboratory in Gorinchem, the Netherlands. The new facility will be pivotal to Corbion’s continued delivery of world-class and ground-breaking food ingredient and biochemical products and services to customers across the globe.

Food Ingredients News

Hot and Spicy Flavor Trends Won't Slow Down, According to Bell Flavors

10 Feb 2016 --- Every year, Bell EMEA's marketing and flavour specialists offer an insight into current and emerging flavour trends for the upcoming period, based on their market research, customer feedback and product monitoring throughout the different food and beverage segments to provide our customers with inspiration for winning product concepts.

Food Ingredients News

Coke Beats Expectations in Quarter Helped by Cost-Cutting and Commodity Prices

10 Feb 2016 --- Coca-Cola beat analyst expectation in its fourth quarter results, helped by its performance in the US, favorable commodity prices and cost-cutting.

Food Ingredients News

Andean Grain Products and Bioriginal Announce Partnership for Chia Oil in Europe

09 Feb 2016 –- Andean Grain Products Ltd. (“Andean Grain”) and Bioriginal Europe/Asia B.V. (“Bioriginal”) announce a partnership to produce and market cold pressed chia oil, following Andean Grain’s recent approval under European Union Novel Food regulations to legally market chia oil within Europe.

Business News

SPECIAL REPORT: New Expansion Platforms for Probiotics

08 Feb 2016 --- Digestive health remains one of the key food and beverage industry trends to watch for 2016, with probiotics offering a key platform for market growth. NutritionInsight looks at how consumption of healthy bacteria-containing products has increased globally, and what this means for the international manufacturers.

More Articles