Jan 27 2012 --- Pure Via, the leading stevia extract table top sweetener from Merisant, will now communicate the benefits of stevia via the Stevia PureCircle trust mark. The product was already sweetened with stevia extract by PureCircle, a great tasting, natural origin sweetening ingredient derived from the stevia plant. Pure Via achieved tremendous growth and the number one position in the French market, where stevia was approved two-years prior to the recent pan-European approval.

Pure Via is made with natural origin stevia by PureCircle and was especially developed to suit European tastes. To create Pure Via, no calorie, high purity stevia by PureCircle was blended with other ingredients of natural origin for a great tasting, no-calorie sweetness. Pure Via complements Merisant’s portfolio of successful sweeteners, including the global Canderel and Equal brands.

“Consumers continue to seek healthier, more natural options” said Jason Hecker, Vice President, Global Marketing and Innovation, PureCircle Limited. “Merisant’s Pure Via suits this demand, by giving consumers great tasting, natural origin sweetness they can trust while helping them reduce calories in their favourite foods and beverages.”

Pure Via now joins over 100 other food and beverage products around the world that are licensing the Stevia PureCircle trust mark. The trust mark serves as a symbol of the highest quality and sustainable sourcing for consumers and is supported by such activities as PureCircle’s We Grow Joy consumer campaign (steviapurecircle.com) and the Global Stevia Institute (globalsteviainstitute.com), a leading resource for credible, science-based stevia information established by PureCircle. Merisant has also committed to support the Global Stevia Institute’s education initiatives across Europe.

“Pure Via’s success since coming to market can be attributed to the consumer appeal of stevia extract as a sweetening ingredient,” said Hugues Pitre, Merisant Vice-President & Managing Director EAME. “Communicating this benefit and the ingredient’s trusted source to consumers is essential as the new pan-European market for stevia products grows, so we are pleased to carry the Stevia PureCircle trust mark on our product.”

Pure Via is nationally distributed in France and supported by a national marketing campaign. The brand is available on retail shelves in sticks, cubes and a family-size 80g box that now carry the Stevia PureCircle trust mark.