Whole Earth Sweetener Company LLC announced that it has launched a new Pure Via® produced with non-GMO ingredients. Pure Via is the first global brand of all-natural sweetener to promote this choice in the United States. The change affects both Pure Via and Pure Via Turbinado Raw Cane Sugar & Stevia Blend.
The new Pure Via meets a growing demand for Non-GMO products. According to a recently published New York Times survey, 75 percent of consumers “expressed concern about genetically modified organisms in their food.” Whole Earth reformulated Pure Via with a Non-GMO dextrose derived from cassava root rather than from corn. All other ingredients in Pure Via are already Non-GMO and will remain the same. Packages and sachets of the new Pure Via will be specially marked with a Non-GMO logo. In the absence of applicable U.S. laws and regulations on GMO labeling, Whole Earth is following the European Union regulations for what constitutes Non-GMO ingredients and flavors.
Whole Earth is also offering consumers transparency with its Nothing to Hide approach to “natural”. Because consumers have different ideas about what “natural” means when it comes to food, Whole Earth has posted on its website the Company’s natural standard and descriptions of how each ingredient in Pure Via is processed.
“We’re pleased to offer an all-natural tabletop sweetener that is made exclusively with Non-GMO ingredients,” said Cheryl Gill, director, North America Marketing, Whole Earth Sweetener Company LLC. “Consumers are increasingly looking for Non-GMO products and want to be educated about the foods they consume. We want to meet their expectations.”
Pure Via is an all-natural, zero-calorie sweetener this is made with a sweet extract of the stevia plant. Pure Via Turbinado Raw Cane Sugar & Stevia Blend is a lower calorie alternative to regular sugar that combines turbinado sugar and stevia plant extract to create a golden brown all-natural sweetener that’s crunchy, sweet and delicious. Consumers with a sweet tooth can use both options like sugar to make foods and beverages taste naturally delicious. They simply spoon, sprinkle, dip or mix the sweetener in coffee, tea and iced tea or in their favorite recipes. A sweet addition to a healthy lifestyle, both blends are kosher and suitable for individuals with gluten intolerance.
Pure Via Non-GMO will be available as of Jan. 13, 2014. Whole Earth Sweetener Company LLC expects the natural and GMO debate to continue and will seek to meet consumer expectations and offer differentiating benefits.