Silver Spoon and Cargill Announce Exclusive Partnership to Bring Truvia(TM) Zero Calorie Stevia-Based Sweetener to the UKBy Cargill, PRNE
Monday, January 24, 2011
Partnership set to Drive Major Consumer Launch of Truvia(TM) Tabletop Sweetener
LONDON, January 26, 2011 - Two leaders in sweetness, Silver Spoon, part of Associated British Foods,
and Cargill, have today announced an exclusive strategic partnership for UK
distribution and marketing of Truvia(TM) branded tabletop, the first
stevia-based, zero calorie sweetener. This announcement comes ahead of
anticipated EU approval of stevia extracts later this year* and heralds 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(TM) brand has become
the number one stevia-based sweetener, and opened a new category of
sweetness. This innovation attracted new consumers to the market and grew a
previously stagnant retail sweetener category by 18 percent. As such, it has
become the third best-selling of all the non-sugar sweeteners - a market
currently valued at $685 million (GBP434 million) in the U.S. - overtaking
Merisant's Equal(R) (aspartame) - Canderel(R) in Europe - for the past 12
months. Latest figures value the UK market for low calorie sweeteners at
The partnership brings together the leading sugar brand in the UK, Silver
Spoon, and Truvia(TM) sweetener, the stevia sweetener innovation developed
and pioneered by Cargill. The combined strengths of Silver Spoon's extensive
retail knowledge and marketing expertise and Cargill's leading U.S. product
are expected to result in Truvia(TM) sweetener quickly capturing consumer
interest in the UK. On receipt of regulatory approval, the product 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(TM) logos appearing on packaging.
Tony Lucas, Marketing Director of Silver Spoon said: "The introduction of
stevia-based sweeteners to the UK market will be one of the most significant
category developments in this country in years. As the number one supplier to
the UK retail sugar and sweetener market, we are excited to bring this new
innovation to our retailers and UK consumers. The partnership with Cargill
and the Truvia(TM) brand will help us achieve this goal."
Truvia(TM) is the brand name for a great-tasting, naturally derived, zero
calorie sweetener made with rebiana, the best-tasting part of the stevia
leaf. Cargill was the first to develop, introduce and market this new
category of sweetness beginning in 2008 with U.S. regulatory acceptance.
Truvia(TM) sweetener provides consumers with a new choice to manage sugars
and calories in their diets and offers a new option for overall well-being.
The Truvia(TM) consumer product has a unique crystalline form and proprietary
natural flavour system. Cargill manages its stevia supply chain from field to
table and uses its formulation expertise to bring consumers the optimum taste
in naturally derived zero calorie sweetness.
Zanna McFerson, assistant vice president, Cargill Health & Nutrition and
director, Truvia(TM) Enterprise said: "This partnership is a significant and
exciting milestone in anticipation of the European market entry for the
Truvia(TM) brand. Cargill has a long history of working with Associated
British Foods, making Silver Spoon our number one choice of partner for
bringing Truvia(TM) tabletop sweetener to consumers in the UK."
Truvia(TM) rebiana, the ingredient, is also driving growth and innovation
in food and drink products with more than 100 industry leaders actively
partnering with Cargill to develop new products.
* In April 2010 the European Food Safety Authority (EFSA) published a
Scientific Opinion confirming that steviol glycosides, sweeteners extracted
from the stevia plant, are safe for use in foods and beverages.
** Source: ACNielsen Homescan Panel all retail channels, four weeks
About Truvia(TM) brand
Truvia(TM) sweetener is a great tasting, zero calorie sweetener, made
with rebiana that originates from the best-tasting part of the stevia leaf.
Truvia(TM) rebiana is also used as an ingredient to sweeten foods and
In addition to the consumer product, the ingredient, Truvia(TM) rebiana,
is used by food and beverage companies in their consumer packaged goods.
Truvia(TM) rebiana is also available in France in Coca-Cola Fanta Still(R)
juice drink and Eckes-Granini juice drinks under the Joker(TM) and Rea(TM)
For more information, visit www.truvia.com
About Associated British Foods and Silver Spoon
Associated British Foods (ABF) is a diversified international food,
ingredients and retail group with sales of GBP10.2 billion and 97,000
employees in 44 countries.
ABF aims to achieve strong, sustainable leadership positions in markets
that offer potential for profitable growth, and deliver quality products and
services that are central to people's lives
Silver Spoon, one of a number of well known brands that form ABF's UK
Grocery Division, is the leading supplier of sugar and sweetener to the UK's
retail and foodservice markets.
For more information about Associated British Foods, visit
For more information about Silver Spoon, visit
Cargill is an international producer and marketer of food, agricultural,
financial and industrial products and services. Founded in 1865, the
privately held company employs 131,000 people in 66 countries. Cargill helps
customers succeed through collaboration and innovation, and is committed to
applying its global knowledge and experience to help meet economic,
environmental and social challenges wherever it does business.
For more information, visit www.cargill.com
Media Contacts: Mel Diamond, Phone: +44(0)20-3176-4707, Mobile: +44(0)7855-255863, Email: Melanie.Diamond at Kaizo.Net; Ann Tucker, Phone: +1-952-742-4057, Email: ann_Tucker at Cargill.Com; David Webster, Phone: +44(0)1732-224343, Mobile: +44(0)7736-020772, Email: David.Webster at ABFoods.Com; Elizabeth Fay, Phone: +44(0)1932-861165, Email: Elizabeth_Fay at Cargill.Com
Tags: Cargill, January 26, London, United Kingdom