Truvia Business Leads £3.5m Growth in UK Sweetener Market

12 Apr 2013 --- The Truvia business announced that the UK sweetener market has grown by £3.5m in 2012 - a 7 percent growth rate in a previously flat market. This growth is primarily due to the introduction of stevia-based sweeteners, which, since their introduction to the UK market in January 2012, have been responsible for 80 percent of this £3.5m growth.

Truvia sweetener is the leading stevia-based sweetener of the stevia market, representing £1.7m in its first year.

Truvia brand is driving this growth and innovation in the market:
- Over 396,000 UK households have purchased Truvia sweetener in the past year.
- Recent new product development initiatives of Truvia calorie-free sweetener tablets and Truvia Baking Blend are set to further accelerate the growth of the category.
- As an ingredient, Truvia stevia leaf extract is used in over 50 foods and beverages worldwide, including recently introduced Coca-Cola's Sprite and Glaceau's vitaminwater in the UK.

Truvia calorie-free sweetener, which is distributed in the UK by Silver Spoon, is the leading global, great-tasting, stevia-based sweetener. It first launched in 2008 in the US, where it is now the number two sugar substitute and has grown the category by over 20 percent.

Following a year of successful growth across Europe and North America, the Truvia business recently announced its entry into the South American market with a launch in Venezuela. Truvia consumer products will soon be available for purchase throughout North America (United States, Canada and Mexico) in addition to the United Kingdom, France, Italy, Spain, and Venezuela.

"Bringing Truvia sweetener to the UK market marked a major step forward for consumers, opening up an entirely new category of sweetness - calorie-free and sweetness from a leaf." said Mark Brooks, business director, Truvia Consumer Products. He continues: "We've been delighted by the response we've had from UK consumers in the past 12 months. It reflects the growing demand among consumers for products that taste great without unnecessary calories."

Following this successful first year in market, Truvia calorie-free sweetener kicked off 2013 with a new £5 million integrated marketing campaign to drive trial and educate consumers about this exciting alternative to artificial sweeteners and sugar.  This year also sees the launch of two new product formats, Truvia calorie-free sweetener tablets and Truvia Baking Blend in the UK.

New Truvia sweetener tablets are perfect for consumers seeking a convenient, calorie-free alternative to sugar or artificial sweeteners.  Each tablet provides the same sweetness as one teaspoon of sugar. The product will be sold in packs of 100 tablets, available in Waitrose and Sainsbury's since February 2013 and Asda from March 2013.

Truvia Baking Blend offers home bakers an easy way to control calories.  This blend of Truvia calorie-free sweetener and Silver Spoon sugar provides 75 percent fewer calories per serving than sugar.  It bakes and browns like sugar for delicious, lower calorie cakes, brownies and cookies. Truvia Baking Blend will be available in 500g packs in Waitrose and Sainsbury's from February 2013.