Doce Menor Launches 100% Stevia, Naturally Sweetened with Stevia PureCircle

100% Stevia is the newest addition to the growing number of food and beverage products that carry the Stevia PureCircle trust mark, which is currently being licensed by leading brands in the US, Latin America, Europe and Asia across more than 50 food and beverage products.

5/30/2011 --- WOW! Nutrition, a pioneer and leading sweetener manufacturer in Brazil, has launched 100% Stevia, a new line of sweeteners under the Doce Menor brand featuring high purity stevia and the Stevia PureCircle trust mark.

Doce Menor offers a variety of zero calorie sweeteners, and 100% stevia marks their latest product line to be naturally sweetened with stevia, adding great tasting, natural sweetness to foods and beverages without adding calories. The new product line’s natural sweetness comes from stevia by PureCircle, a great tasting, natural ingredient derived from the stevia plant.

“We are proud to be working with Doce Menor to develop their great tasting 100% Stevia sweetener. PureCircle's stevia is contributing to healthier diets for consumers around the world by naturally sweetening food and beverage products,” said Jason Hecker, Vice President of Global Marketing PureCircle Limited. “With consumers demanding more natural and lower calorie options, PureCircle's stevia delivers a great tasting ingredient that addresses both these needs.”

100% Stevia is the newest addition to the growing number of food and beverage products that carry the Stevia PureCircle trust mark, which is currently being licensed by leading brands in the US, Latin America, Europe and Asia across more than 50 food and beverage products. The trust mark serves as a symbol of quality and reliable sourcing for consumers and is supported by such activities as PureCircle’s We Grow Joy campaign (steviapurecircle.com) and the Global Stevia Institute (globalsteviainstitute.com).

“We have already had great response from trade and consumers following the launch of our new natural 100% stevia sweetener line,” said Lígia V. Hernândez, Marketing Manager of WOW! Nutrition. “The Stevia PureCircle trust mark allowed us to create a great tasting, all natural sweetener and provided a point of difference from the current stevia sweeteners in the Brazilian Market and thus enhancing the communication to our consumers and opinion leaders.”

100% Stevia is nationally distributed in Brazil in powder and liquid form, supported by a national marketing campaign. WOW! Nutrition is the second largest sweetener manufacturer in Brazil with brands such as Doce Menor, Assugrin, and Gold.