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Cargill strikes deal to take Truvia stevia brand to Mexico

By Elaine WATSON , 12-Dec-2012
Last updated the 12-Dec-2012 at 17:17 GMT

Cargill’s stevia brand Truvia has struck an exclusive deal with Grupo Herdez - a leading food producer and distributor - for the distribution and marketing of Truvia in Mexico.

“We are pleased with the rapid acceptance of Truvia sweetener around the world, and our strategic agreement with Grupo Herdez enables us to further expand our global presence,” said Zanna McFerson, vice president and business director for Truvia.

“With the market opening in Canada [click here for details], Truvia sweetener is the only stevia brand to be available across North America, Venezuela and select countries in Europe in 2013.”

Truvia is the number one tabletop calorie-free sweetener from a natural source in the US, UK, and Venezuela, claims Cargill.

“The Truvia brand has attracted new consumers to the market and grown a previously stagnant retail category of sugar substitute sweeteners by more than 20%.”

Truvia stevia leaf extract is also used in products including Glaceau’s VitaminWater Zero, certain Smucker’s Sugar Free Jams and Kraft’s Crystal Light Pure.   

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