Truvia® Business Opens a New Category of Sweetness and Leads £3.5 Million Growth in UK Sweetener Market
The Truvia® business has announced that the UK sweetener market has grown by £3.5 million 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 £3.5 million growth. Truvia® sweetener is the leading stevia-based sweetener of the stevia market, representing £1.7 million in its first year (source: Nielsen Scantrack).
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 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.” says Mark Brooks, business director, Truvia® Consumer Products. “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.
