Whole Earth Sweetener Company to Launch PureVia™ in France
France’s Approval of Rebaudioside A Grants Introduction of
All Natural, Zero Calorie PureVia™
CHICAGO and PARIS, September 11, 2009 – Whole Earth Sweetener Company LLC, a wholly owned subsidiary of Merisant, today announced plans to introduce France to its new all natural, zero calorie sweetener, PureVia™, following French authorities’ approval of 97 percent pure Rebaudioside A (Reb A) in food and beverages.
“We have long been the market leader in table top sweeteners in France and are well-positioned to bring PureVia™ to this market,” said Paul Block chairman and chief executive officer of Merisant and Whole Earth Sweetener Company. “PureVia™ has been met with enthusiasm in the U.S., and we applaud the decision of French authorities to invite stevia sweeteners into their country.”
France is the first country in the European Union to authorize the use of Reb A, which is derived from the sweetest and best tasting part of the stevia plant. Whole Earth Sweetener Company blends Reb A with other natural ingredients and flavors to create PureVia™, the zero calorie sweetener with a clean, crisp taste and the authentic texture of sugar.
“The debut of PureVia™ in France is an important first step in rolling out PureVia™ worldwide and building it into a global brand,” Block added.
Whole Earth Sweetener Company first introduced PureVia™ to the U.S. in late 2008. In conjunction with the U.S. launch, Whole Earth Sweetener Company, PepsiCo and PureCircle formed an unprecedented marketing and supply partnership. It unites Whole Earth Sweetener Company’s knowledge of natural sweeteners, Merisant’s global distribution network, PepsiCo’s global brand and marketing expertise and vast food and beverage portfolio with PureCircle’s leading supply capability, delivering a powerful platform to build awareness and trial. Under the partnership, Whole Earth Sweetener Company and PepsiCo jointly own and market PureVia™ globally, and PureCircle has the exclusive license to market Reb A under the PureVia™ brand. Today PepsiCo markets several products sweetened with PureVia™, including Trop50, a light orange juice, and a line of zero-calorie flavors of SoBe Lifewater.
PureVia™ is now available in the sweetener aisles of grocery and mass market stores across the U.S. It is suitable for diabetics and individuals with gluten allergies. For more information about PureVia™ visit www.purevia.com.
About Whole Earth Sweetener Company LLC
Whole Earth Sweetener Company LLC is committed to providing natural alternatives to sugar and to helping people eat better and live healthier, more fulfilling lives. Formed in 2006, Whole Earth Sweetener Company LLC launched its first sweetener brand, Sweet Simplicity®, in 2007, and the company continues to develop a vertically integrated business that will bring products that are perfectly natural and naturally pure from the farm to consumers. Whole Earth Sweetener Company LLC is a wholly owned subsidiary of Merisant Company, the maker of Equal® and Canderel® and a global leader in the manufacture, marketing and distribution of tabletop sweeteners, with sales in over 100 countries. For more information, visit www.wholeearthsweetener.com.
Note to editors: PureVia™ is a trademark of Whole Earth Sweetener Company LLC and PepsiCo, Inc. Sweet Simplicity® is a registered trademark of Whole Earth Sweetener Company LLC, a wholly owned subsidiary of Merisant Company. Equal® and Canderel® are registered trademarks of Merisant Company and Merisant Company 2 Sarl.