The Truvia® business, the global leader of stevia sweeteners, and Grupo Herdez, a market leader in the production, distribution, and sale of foods in Mexico, announced today an exclusive strategic agreement for the distribution and marketing of Truvia sweetener in Mexico. In addition, the recent opening of the Canadian market for stevia as both a tabletop sweetener and as an ingredient in foods and beverages will allow Truvia sweetener to be available throughout North America in 2013.
"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 the Truvia business. "With the market opening in Canada, Truvia sweetener is the only stevia brand to be available across North America, Venezuela and select countries in Europe in 2013."
Today, Truvia sweetener is the number one calorie-free sweetener from a natural source in the U.S., UK, and Venezuela, after opening this new category of sweetness. 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 percent.
Truvia sweetener is expected to quickly capture consumer interest in Mexico through Grupo Herdez's business model of leveraging partnerships of leading brands to add scale, reach, industry know-how and best practices. Grupo Herdez will contribute its local marketing expertise to the Truvia brand to build consumer awareness through advertising and in-store campaigns.
"We are excited to add Truvia sweetener to our portfolio of premium brands," said Hector Hernandez-Pons, chairman and chief executive officer of Grupo Herdez. "The demand for a calorie-free sweetener from a natural source has grown with consumers' expectations around understanding the source of their food. Our strategic agreement with the Truvia business, the leader in its category, will keep our products relevant to consumers by acknowledging their needs and preferences."
As an increasingly popular ingredient, Truvia stevia leaf extract can be found in a variety of beverages and foods, including juices, sparkling beverages, and yogurts, and in brands such as Glaceau's VitaminWater Zero™, certain Smucker's Sugar Free Jams and Kraft's Crystal Light Pure. Cargill's formulation experts use Truvia stevia leaf extract, combined with a broad portfolio of ingredients and sweeteners, to help food and beverage manufacturers achieve great tasting, reduced sugar products. Truvia stevia leaf extract can be found in more than 30 countries across four continents