Merisant Launches Italy’s First Stevia Table Top Sweetener with Stevia PureCircle Trust Mark
Along with the introduction of its stevia-based sweetener Misura Stevia, Merisant is committed to promoting the educational work of the Global Stevia Institute in Italy and across Europe.
Nov 30 2011 --- Misura, Merisant’s major brand of low-calorie sweeteners expands its brand with the launch of Misura Stevia, the first stevia-based table top sweetener in Italy. Misura Stevia will help to contribute to a healthier lifestyle for consumers and is sweetened with natural origin stevia extracts by PureCircle, carrying the Stevia PureCircle trust mark.
Along with the introduction of its stevia-based sweetener Misura Stevia, Merisant is committed to promoting the educational work of the Global Stevia Institute in Italy and across Europe. The Global Stevia Instiute was founded by PureCircle to further credible, science-based information about stevia. Ahead of its launch, Misura Stevia was first introduced at the last Italian Association of Dietetics and Clincal Nutriton (ADI) congress as a natural sweetening option for people with diabetes. Stevia has no carbohydrates and zero glycemic load, and is safe for people with diabetes.
“More than ever, consumers are seeking more natural, low calorie options and stevia presents an opportunity to fulfill these demands in the Italian market,” said Jason Hecker, Vice President Global Marketing & Innovation for PureCircle. “Misura Stevia expands Merisant’s successful brand with a natural, great tasting product that will help consumers achieve their healthy lifestyle goals.”
Misura Stevia is another example of a product choosing to communicate the naturally sweet benefits of stevia extracts via the Stevia PureCircle trust mark. The trust mark is currently being licensed by leading brands globally across more than 85 food and beverage products such as Pure Via and Canderel Green table top sweetener in France, or Silk Light soymilk True Lemonade drink mix in the US, as well as Go Coco coconut water in Australia. The trustmark 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).
“Stevia helps us expand our Misura portfolio of low-calorie sweeteners for consumers that are looking for more natural sweetener options,” states Hugues Pitre, Vice President & Managing Director EAME, Merisant. “We are happy to carry the Stevia PureCircle trust mark and support the vital work of the Global Stevia Institute, which in the new European market, will support consumer awareness about the benefits of high quality stevia and its great taste in Misura Stevia.”
Misura Stevia is the first natural origin sweetener under the historical low-calorie Misura brand by Merisant, a global leader in table top sweeteners. Its low-calorie and no-calorie table top sweeteners are sweetened with stevia extract by PureCircle, a great tasting, natural origin ingredient derived from the stevia plant. Misura Stevia will be available in sticks, jars, cubes and tablets at all major retail chains in Italy this December.
