Cargill and Silver Spoon Form Exclusive Partnership to Launch Stevia-based Sweetener in the UK
US-based Cargill and Silver Spoon, which is part of Associated British Foods, have formed an exclusive partnership for the UK distribution and marketing of the Truvia brand of tabletop sweeteners. Developed and pioneered by Cargill, Truvia is a zero calorie sweetener, made with rebiana that originates from the stevia leaf.
Truvia rebiana is also used as an ingredient to sweeten foods and beverages. Silver Spoon is the leading sugar brand in the UK.
The launch of Truvia tabletop sweetener in the UK is in anticipation of EU approval of stevia extracts later this year. It marks the UK’s first taste of an entirely new sweetener category – zero calorie sweetness from the leaves of the stevia plant.
After only two years on the US market, the Truvia brand has become the leading stevia-based sweetener, and opened a new category by attracting new consumers to the market. The previously stagnant US retail sweetener category has since grown by 18%. As such, it has become the third best-selling of all the non-sugar sweeteners – a market currently valued at $685m (£434m) in the US.
The UK market for low calorie sweeteners is currently worth £50m but is static. The combined strengths of Silver Spoon’s extensive retail knowledge and marketing expertise and Cargill’s leading US product are expected to result in Truvia sweetener quickly capturing consumer interest in the UK.
Indeed, Tony Lucas, marketing director of Silver Spoon, expects that following the launch of Truvia, the UK low calorie sweeteners market will emulate and may well surpass the recent growth rate in the US. “The introduction of stevia-based sweeteners to the UK market will be one of the most significant category developments in this country in years,” he says.
Truvia will retail at a premium to rival products on the market but will be at a price point that makes it affordable for everyday consumer use.
On receipt of regulatory approval, Truvia will be available through the Silver Spoon network to all major UK supermarkets, restaurants, hotels and other food distribution outlets. Silver Spoon will jointly market the product with Cargill, building brand awareness through advertising and in-store programmes. Under the terms of the partnership, the sweetener will be co-branded with the Silver Spoon and Truvia logos appearing on packaging.
Zanna McFerson, assistant vice president, Cargill Health & Nutrition and director, Truvia Enterprise, says: “This partnership is a significant and exciting milestone in anticipation of the European market entry for the Truvia brand. Cargill has a long history of working with Associated British Foods, making Silver Spoon our number one choice of partner for bringing Truvia tabletop sweetener to consumers in the UK.”
In addition to the consumer product, the ingredient, Truvia rebiana, is used by food and beverage companies in their consumer packaged goods. Truvia rebiana is available in France in Coca-Cola Fanta Still juice drink and Eckes-Granini juice drinks under the Joker and Rea brands.
