Venezuela, South America, is the latest market to be targeted by Cargill’s Truvia branded stevia-based sweetener.
In a sugar substitute market valued at $60 million, according to Nielsen statistics, this latest international expansion in South America strengthens the Truvia brands leading global market position.
Stevia leaf extract is a popular ingredient in a variety of foods and beverages, including cereal bars, yogurts and juices. Stevia-based beverage product introductions nearly doubled between 2010 and 2011, and in the United States alone almost 50 million households have purchased products made with stevia-based sweeteners. This is up from 43 million products just one year ago.
Zanna McFerson, vice president and business director for the Truvia Enterprise commented,
The mainstream adoption of Truvia products around the world presents tremendous opportunity for consumers to have a natural choice in managing sugars and calories in their everyday lives, claims McFerson.
The launch in Venezuela, South America’s second largest market, marks another milestone in the rapid global growth of the Truvia business. As it continues to expand its business in South America and around the world, the Truvia business remains committed to building a sustainable enterprise that supports growers.
Truvia consumer products are now available in seven countries on three continents including throughout the United Kingdom, France, Italy, Spain and Mexico.